Media That Moves: Building the Skills to Design and Evaluate Media Strategies That Change Behaviour

In a world of message overload, the difference between visibility and impact lies in strategy - not spend. This Skills Building Workshop by Mediology, a media-led creative and ideas agency, explores how strategic media thinking (across all media channels, online and traditional) can transform SBCC (Social and Behaviour Change Communication) efforts across health, gender, climate, equity, and social justice agendas.

Participants will learn how to bridge the art of storytelling with the science of media planning and evaluation. Through interactive exercises, they will unpack how insights, context, and creativity intersect to shape audience behaviour. Using case-based learning from campaigns that have delivered measurable social change, the session will demonstrate how selecting the right channels, crafting contextual narratives, and evaluating resonance - not just reach - can deliver exceptional campaign outcomes.

The workshop emphasizes learning by doing: participants will design, test, and refine a mini media behaviour change strategy using real-world data scenarios. By the end, they will understand how to evaluate what worked, why it worked, and how to optimize for future impact.

This session positions media strategy as both a creative and evidence-based discipline, equipping SBCC practitioners with the tools to design media interventions that don't just communicate - but make lasting impact.