Media buying for integrated SBCC campaigns poses unique challenges and opportunities. In vertical programs, where different projects or partners run separate media campaigns on each topic, the campaigns may compete or even contradict each other. In an integrated project, however, you can plan the media buy in a way that ensures your topics and their placement are complementary and non-competing. You must be sure you have a clearly articulated media plan.
Take advantage of economies of scale and negotiate discounted media rates by purchasing airtime in bulk and up front. You are likely to get good broadcast rates if you are a big client across different health areas. TCCP, for example, bought all of its TV and radio spots, programs and DJ mentions for each of its health areas six months to one year at a time.