Plan
Turns public-health goals into clear, culturally relevant messaging pathways that teams can align on and approve quickly.
Scenario: A county TWG sets three behavior goals for sickle-cell care; these become a simple weekly messaging plan with reminders, clinic prompts, and caregiver tips.

Personalize
Meets people where they are by language, tone, literacy, life stage, location, and county priorities – so messages feel familiar and useful.
Scenario: Youth receive concise, privacy-sensitive tips, while caregivers get longer, supportive Swahili messages with clinic dates relevant to their ward.

Launch
Accelerates rollout across channels communities already use, including CHV touch-points, with clear sequencing by region or audience.
Scenario: After MoH sign-off, a county phases rollout by sub-county – starting with high-burden facilities – while CHVs reinforce the same messages during visits.

Learn
Shows what’s reaching people and what isn’t, so teams can adjust messages mid-campaign and improve outcomes over time.
Scenario: Hydration messages underperform; the team swaps in a simpler version and sees higher engagement the following week.

Govern
Builds trust and reduces risk through transparent review, community input, and clear approval trails.
Scenario: Community reviewers flag a confusing term; the content is revised, the change is logged, and the updated message goes live with an approved note for partners.