This communication strategy targets specific barriers to malaria treatment-seeking and net use, and seeks to address or remove them for the purpose of increasing LLIN use, IPTp and prompt malaria treatment to 80% from the current baseline.

The primary audiences focused on are 1) heads of household (HH), 2) women of childbearing age, 3) adult patients and 4) caretakers of sick children. Secondary and tertiary audiences include husbands and other men in the community, older women in HHs, community leaders, health workers and relevant government departments. The strategy employs a socioecological model that recognizes that behavior change happens within the context of the interrelatedness of the individual, family, community and the wider societal environment.