You will need to design, test and produce materials that support the overarching theme you developed. These materials will help you introduce your audience to the theme.
The first step is often to create a logo or slogan that captures the overarching idea. Then, design materials and develop activities based on that logo and theme. The idea is to get the audience thinking about the theme so that you can introduce health topics under that umbrella later.
Orient stakeholders, partners, and influentials to the campaign strategy. Launch the campaign during a highly visible event, designed to generate interest and media coverage.
In some cases, the campaign theme launches together with a centerpiece radio or television series. For example, in Uganda, the Good Life TV game show launch introduced the entire good life campaign. It was through the TV show that Ugandans came to understand what the Good Life was all about.