A Theory-Based Framework for Media Selection in Demand Generation Programs 07-08-2014
This guide is a resource to help increase the demand for the 13 reproductive, maternal, newborn and child health (RMNCH) commodities identified as underutilized by the UN Commission on Life-Saving Commodities (UNCoLSC) for Women’s and Children’s
Health. The guide provides step-by-step information and practical tools to guide media selection (i.e., communication channels) for demand generation activities using a theory-based approach. The guide has a focus on information and communication technology (ICT) and new media channels, as there is little current guidance available regarding the selection of these channels.