Remote communication channels work well when they are designed to complement in-person activities. This is because remote channels may not grab the full attention of audiences in the same way that in-person interactions can do. There is also typically a time lag between when people are exposed to a message via a remote communication channel and when they have the opportunity to practice the preventative behaviour. Strategies to overcome this include designing content that will stand out and resonate with local audiences and maximising the likelihood of exposure by repeating messages as frequently as possible at different times of the day.  

There are benefits and limitations to all delivery channels. Mass media C.5 has the potential benefit of reaching populations over a large area with standardised messages. It is often (but not always) seen as a trusted and legitimate source of information and can be cost-effective if well targeted. However, in many settings, populations do not have equitable access to Radio and TV T.38, or multiple networks are needed to reach people across a region. The use of mass media often requires the broadcasting of messages to a whole region or nation in a standardised way. Standardised messages can be less persuasive as they may seem less relevant to a particular individual’s circumstances or context. One way to overcome this is to share the stories of individuals and make the content aspirational as well as practical. Additionally, previous learning or formative research M.7 from the region can make the messaging more context-specific.

Several factors influence the selection of appropriate communication channels. The use of digital communication (such as social media or online group chats like WhatsApp, T.44) can be cheap but time-consuming as they have to be well moderated. Digital platforms have the benefit of enabling programmes to share a range of images, video, audio and links and to engage in a two-way discussion with populations. If done well, online platforms can create peer-to-peer learning T.29 and sharing spaces that have considerable influence, although achieving this can be difficult as attention spans on social media are brief. As with mass media, access to online spaces may not be possible for everyone in the targeted community. Some social media sites make it easy to track how people are engaging and sharing content; this can be useful for adapting messaging. Text or audio-based phone messages T.44 can be effective in areas with high mobile coverage although the content needs to be short and typically only allows for one-way engagement. It can also be easy for users to become frustrated if they receive too many messages.