Behaviour-change communication is the slowest-moving discipline in our agency. It is also where we have learned the most.
Three rules: write the KPI before you write the script; budget for the second year, not just the first; and design for the field worker, not the dashboard.
When we run that test on a brief, the deliverables change. A 30-second TVC becomes a 30-second TVC plus 14 print panels in field-worker kit-bags. A digital campaign becomes a digital campaign plus a USSD reply path for sub-feature-phone audiences. The cost goes up; the campaign also actually works.