Principle 3

HUMAYRA BINTE ANWAR: Principle 3, that is continuously refine communication to maintain authenticity and credibility for the target audience. If you want to pretest our communication strategy, it requires going back to the people who you talked to before and using focus groups that are interviews determining if the material speaks to them in the way you had hoped. One example of an effective communication campaign was in India using Mr. Amitabh Bachchan, one of the world’s biggest film superstars. This is our case study for this module. I would like to show another promotional video by Mr. Amitabh Bachchan regarding polio vaccination. Let us pause the presentation again and go to the link.

In this video, you can see how they evolve the communication campaign over time according to the context.