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Principle 3

Watch as Humayra Binte Anwar explains the importance of constantly refining communication 
to maintain authenticity and creditability. (Step 4.10)
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.

Humayra Binte Anwar, BDS, MPH, PhD James P. Grant School of Public Health, BRAC University, Bangladesh

In the lecture, you are invited to watch this video:

This is an additional video, hosted on YouTube.

As you watch the video, think about how the polio campaign in India applied Principle 3: Continuously refine communication 
to maintain authenticity and creditability 
for the target audience(s).

Did you find anything surprising or noteworthy about how they shifted their communications? How might this lesson assist you in designing communications for your own context?

Post your thoughts in the discussion.

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