1.Audience. Establish your desired outcome and audience. Identify who you are trying to activate and what you want them to do.

2.Research. Conduct research to understand your target audience, their relevant communication patterns, attitudes, and trusted messengers. Determine which social media channels they use and observe communication related to your topic of interest on that channel.

3.Partnerships. Identify key stakeholders and community partners for funding support, audience insights, and amplification of campaign messages. Build a team of trusted advisors who are familiar with the audience and can give you advice on content and approach.

4.Goals and strategy. Draft your communication goals and formulate a strategy. Will your campaign remind people of something they already know (eg, continue wearing a mask), introduce new information (eg, risk of a new SARS-CoV-2 variant), or dispel misinformation (eg, vaccine myths)? Choose content that will help meet this goal.

5.Develop your brand. Create your own social media channels and establish a basic brand or secure access to the channels of strategic partners who will disseminate the content through their own channels.

6.Content generation. Create pilot content based on insights gathered from research and strategic partners. Prioritize content for underserved communities. Plan for multilingual content.

7.Test campaign launch. Distribute test content and analyze effectiveness. Which content is performing well?

8.Iterate. Refine the content on the basis of findings from the test campaign launch.

9.Campaign launch. Run a broader-reach campaign and ask community partners to amplify content.

10.Refine and iterate. Refining content is a continuous process based on the evolution of the situation, trending news, changes to social media platforms, and shifts in audience sentiments over time.

We present 10 steps to creating and launching a public health communication campaign to change social behavior. Because of the urgency of the COVID-19 pandemic, we did not conduct market research before launching our One Vax Two Lives campaign. We are now incorporating research programs studying vaccine hesitancy into new campaign launches targeting specific undervaccined pregnant populations.

Marcell. One Vax Two Lives. Am J Obstet Gynecol 2022.