Review of: "Designing Health Communication Campaigns for the Next Decade"

This paper is a review of the literature to identify what makes for a successful health communication campaign.Key elements such as cultural sensitivity, community involvement in message design, and effective use of available technologies are highlighted.I especially appreciated the focus on using new technologies such as digital health platforms, social media, and in uencers to appeal to certain audiences, especially youth who already engage with these technologies.This is an important review.I have a number of recommendations to improve the paper.. Provide greater analytical depth: The review starts well with a good summary of the issues in the Abstract, Introduction, and section I of the ndings.This generates an expectation of more in-depth analysis to come.I was disappointed that when issues were re-visited, little depth was added, leading to the impression of repetition.For example, paragraphs on Cultural Sensitivity and Inclusivity and Addressing Gender and Cultural Considerations on page 7 add nothing to what has already been said.Related to this impression of skating along the surface, the overall sense is that we are being told, not shown.I recommend more in-depth analysis using case studies to illustrate the points being made.This would make the arguments more convincing.At the bottom of page 3, a Case study is included, but we are only informed what the program to address male depression did; we do not learn whether or not it was successful.Case study examples would strengthen the following sections: (i) Cultural Comparisons -a speci c example of a campaign that focused on the family in a community-oriented society and a speci c example of a campaign that focused on performance and career success in an individualistic society; Qeios qeios.