A strong communication strategy has many elements, and they are interconnected. Weakness in one area can jeopardize the entire campaign.
Pick more than one channel of communication: the Rule of Three: reach your target audiences three times through three different channels.
Be consistent in the message. Continue the campaign over a considerable period of time, and repeat it every 18 months.
Build your program based on building collaborations with everyone who can help make the message reach people and stick.
Ongoing Feedback, especially from the downline trainers, and the target audiences, is crucial.
Seek active participation -- get everyone in the communication chain involved in the campaign in some direct way.
Good delivery systems make good sense. That is why hospital “baby bundles” of information, and broadcast Radio PSA’s are such popular choices.
No matter how good the rest of the strategy, there is no gain with no demonstrable outcomes.
Did the materials get used by the gatekeepers?
Did the target audiences learn the messages?
Did people use the information to prevent Shaken Baby Syndrome?
Did the incidence of SBS decline over time?