Social System:
Develop and Use Key Messengers
Key messengers are those individuals who advocate for the improvements to be spread. Key messengers play an integral part in the communication campaign by building awareness and providing information about the improvements to others in the target population who are ready to begin adoption. Early adopters from the successful sites or opinion leaders are often the best key messengers. Early adopters can speak from their own experience, while opinion leaders have the influence and respect within the target population to serve as powerful attractors to others. (Lomas (1991) and Soumerai (1998))
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