"Phase 1: Immediate Response Communication addresses the beginning of an outbreak and focuses on building, or rebuilding, caregivers’ critical awareness around key variables. Within the immediate response phase, communication should be straightforward and clear. The primary goals are to urgently raise awareness of the outbreak, its progression, the disease, the vaccine, vaccination dates, and health workers and to reach a threshold of at least 90% campaign awareness at national level and in highest risk areas as quickly as possible [...] Phase 2: Adaptive Phase Communication begins once the awareness threshold has been achieved or as soon as vaccination failures begin to emerge. APC involves identifying and addressing barriers to immunisation, and optimises communication to reach every missed child." (Page 2)