Toolkit to Design Social Media Campaigns that Promote Condom Use

"Effective social media campaigns for health are always grounded in a clear behavioral goal."



This toolkit offers a practical, step-by-step process to design and implement effective condom promotion campaigns on social media platforms such as Facebook, Instagram, X (formerly Twitter), and WhatsApp. Based on real-world experiences from organisations working in sexual and reproductive health (SRH) in Malawi, Mozambique, Uganda, and Zambia, it is designed to assist organisations to prioritise, plan, create, implement, monitor, and adjust a social media campaign.



The toolkit was developed by FHI 360 under the Global Fund's Condom Strategic Initiative (Condom SI), which has as its objective to increase the use of condoms through strengthened national programme stewardship, improved last-mile distribution, and innovative demand generation.



The guidance in the toolkit is structured around a three-step process:  



Step 1: Prioritise and plan - This step offers guidance on how to establish a social media team and how to collect and examine information to establish priorities and develop a social media campaign brief and behaviour change goals. The information that needs to be collected will help develop a better understanding of the intended audience(s) and their needs related to condom use. Some of this information may already exist, but, in some cases, organisations may need to conduct a survey or audience consultations to obtain it.



Step 2: Create and implement - This step looks at how to use the campaign brief to generate ideas and create visual content that can be posted to a campaign's social media platforms and paid advertisements. It also offers guidance on how to plan for the placement of the visual content that is created.



Step 3: Monitor and adjust - This step looks at how to monitor a campaign and use performance metrics to adjust visual content and postings. It also offers guidance on how to plan and implement evaluation activities to determine the impact of a campaign on an organisation's communication and behavioural objectives.



Each of the above steps is supported by the following downloadable worksheets:

• The social media campaign brief worksheet guides strategic planning decisions like objectives, audiences, messages, channels, and monitoring.
• The social media mapping worksheet analyses potential platforms and influencers to guide channel selection.
• The placement calendar worksheet plans the scheduling and budgeting of social media content.
• The content repository tracker worksheet organises campaign creative assets across platforms for easy access and reuse.