WHO says that an evidence-based behaviour change campaign should follow four phases: research/design, production, dissemination and evaluation. It also describes the process as “complex, time-consuming and costly”.
WHO adds: “The campaigns included in this library have all been developed according to this process. They were produced for a specific country or culture, tested by focus groups, and adapted based on the findings and recommendations of the focus groups.
“The end result is that the campaigns have a precise target audience, a clear storyline, and a well-defined message or concrete call to action.”
The library is searchable by topic (drink driving, child restraints etc), language and WHO region. For each campaign the information provided includes when the campaign was produced, the target audience, key messages, a transcript of the commercial (if appropriate) and who owns the copyright.
For more information contact Elena Altieri, WHO communications officer.