Twelve voices were not enough to design for an entire health system. An earlier needs assessment had engaged a limited number of participants. It offered useful signals, but not enough geographic coverage, stakeholder representation or depth for a national resource.
A single generic manual would also fail users with very different roles, technical knowledge and operating realities. The resource had to make behavioural science practical, support digital and non-digital communication, provide tools people could use immediately, and stay aligned with rights-based and gender-responsive TB communication aligned with the national strategy.

We used behaviour models to find where action was blocked - then designed the research and manual around those barriers.
COM-B helped identify gaps in Capability, Opportunity and Motivation. The Social-Ecological Model showed where those barriers sat - from individuals and relationships to organisations, communities and policy environments. BCA combined survey data and in-depth interviews with each stakeholder group, across the 9 provinces. It aimed to understand what people needed, where barriers sat, and how a national resource could work in real implementation settings. The evidence pointed to role-specific pathways, accessible examples and visuals, ready-to-use planning and message-testing tools, support across channels, and continuous feedback loops.

The study evaluated current engagement perceptions, identified strengths and gaps, mapped stakeholders behaviourally, determined preferred channels, highlighted psychological barriers and motivators, and established measurable indicators for tracking improvement over time.

One-size-fits-all training was the wrong answer. Practical pathways were the right one. The research showed that different users did not simply need more information. They needed the right information, in the right form, for the decisions they make every day. Community-level workers, coordinators and campaign planners, and strategists and decision-makers each needed a clear route through the material. Across every role, the starting point was the same: understand the behaviour and the barriers before choosing messages or media.