Toolkit to Design Social Media Campaigns that Promote Condom Use

The Going Online: Toolkit to Design Social Media Campaigns that Promote Condom Use provides a comprehensive, step-by-step methodology for public health organizations and community-based groups seeking to transition or expand demand generation into digital spaces. Tested across real-world settings in East and Southern Africa, the guide equips implementers with practical frameworks to prioritize target audiences, formulate behavioral goals, design culturally resonant messaging, and construct monthly placement calendars across platforms like Facebook, Instagram, X, and WhatsApp. It details critical operational components such as building dedicated teams, managing day-to-day community engagement, tracking ad performance metrics, and conducting impact evaluations—enabling programs to optimize digital campaigns and improve health-seeking behavior effectively