CARE SOCIAL AND BEHAVIOR CHANGE
COMMUNICATION (SBCC) CAMPAIGN PLAN
YOUR NAME:
YOUR EMAIL ADDRESS:
CARE COUNTRY OFFICE:
CAMPAIGN RATIONALE
BOX 1: PROBLEM DEFINITION
[Describe the problem your organization's offline
program is trying to solve and the specific indicator
you are addressing with this project]
BOX 2: KEY CONSIDERATIONS OF THE
CONTEXT
BOX 3: OFFLINE TARGET GROUP
● Age range:
● Sex:
● Geography:
● Interests:
BOX 4: WHO IS ON FACEBOOK/INSTAGRAM
IN YOUR TARGET GROUP AND WHAT DO
THEY LIKE ON SOCIAL MEDIA?
[Who can you reach with a Facebook/Instagram
campaign?]
Potential Audience Size:
Tech Note: If you intend to use a brand awareness study
to measure awareness, attitude, and self-reported
practices (KAPs) for your project, you must be able to
reach a minimum of one million people with your
campaign.
BOX 5: TARGET GROUP NEEDS ASSESSMENT
(Please note any complementary offline programs this campaign may support)
Key OBSTACLES preventing your target group from adopting desired behaviors
Key DRIVERS that encourage your target group to adopt desired behaviors
MONITORING AND EVALUATION (Campaigns should be measured by brand
awareness studies)
BOX 6: COMMUNICATIONS METRICS
[Identify which key performance indicators you will
use to measure the success of your communication
efforts.]
Communication goal:
Examples of communications KPIs:
● How many people did it reach
● Content engagement rate
● Number of clicks on links to the website or
app (not conversions)
Examples of measurement tools:
● Ads Manager Metrics
● Facebook and Instagram statistics
● Google Analytics
BOX 7: SBCC METRICS
[Identify the key performance indicators and
measurement tools you will use to measure your
project's QBQ results for knowledge, attitude, and/or
behavior change. *Unless an exception is granted, you
must conduct a brand recognition study as part of the
SBCC measurement].
Social behavior change goal:
[What are your BLS questions for your campaign?]
ADVERTISING ON FACEBOOK
BOX 8:
CAMPAIGN START DATE:
CAMPAIGN END DATE:
BUDGET
(Budget estimates should make it easy to reach 2
million people in your target audience 3-5 times each)
Total Advertising Budget:
Daily Budget:
Potential Audience Size:
BOX 9:
ADVERTISING OBJECTIVES
(Select one of the five options below for your ad
campaign objective. These options match the dropdown
options in Ads Manager)
● Awareness
● Traffic
● Engagement
● Leads
● App Promotion
● Sales
The following ad metrics can be measured in Ads
Manager:
● Impressions
● Reach
● Frequency
● CPM/CPR
MESSAGING
BOX 10: KEY MESSAGES
CREATIVE FOR YOUR CAMPAIGN
BOX 11: CREATIVE APPROACH
Please describe the creative approach you intend to use in your advertising campaign. (For example:
a positive and emotional approach that shows pictures of babies and happy families).
[Optional] Include links to the ads you're creating for your campaign.
● Link 1:
