"This toolkit is a step-by-step guide to develop, produce, broadcast, and monitor a social and behavior change (SBC) mass media campaign. The outputs from this creative development process can and should be used to guide the design of additional communication channels in an integrated, mixed-media campaign, such as community mobilization and outreach activities, although this toolkit does not directly address those activities. This toolkit includes several blank templates with instructions, as well as examples from other SBC campaigns, to adapt to your context.
Using an SBC approach in your campaign increases the likelihood of meaningful change among your intended audience. Without a rigorous process rooted in SBC theory, audience insights, and testing, even a campaign with high appeal and production value may not have the desired impact. Although this toolkit is meant to showcase a gold standard for developing an SBC mass media campaign, few campaigns will follow the exact same steps. Adaptations are encouraged.
Most steps in this document are meant to be followed sequentially. However, we recommend you first read the entire document to identify steps that require significant lead time (e.g., contracting with external vendors such as production studios and creative agencies). Failing to start these activities on time could disrupt later progress." (https://sbclearningcentral.org)