Use Case

Campaign prototyping and testing

Prototype and test public health campaign materials before committing to production budgets. Develop key messages, audience-specific content, and visual concepts quickly while lowering your production costs.

The problem this solves

Public health campaigns may require significant investment before you know whether the core message works: engaging with creative agencies, focus groups, translators, print runs...these all add up.

AI allows you to prototype and test much earlier. Generate multiple message variants with different tones, framings, and calls to action in a few minutes. Simulate how a message might be received by different audience segments. Iterate until the approach is solid, before any significant spend begins.

What AI can do in campaign development

Message development

Generate multiple versions of a key message with different framings, different reading ages, different emotional tones etc. and compare them side by side.

Audience segmentation

Ask AI to write the same message in an engaging way for a teenage audience, for elderly patients, for healthcare workers, and for community leaders, and spot which framing needs the most editing.

Channel-specific content

Adapt a core message for social media, poster text, SMS, radio script, and GP waiting-room leaflet — all from a single brief, in one session.

Multilingual versions

Produce campaign content in multiple languages simultaneously, with culturally appropriate tone adapted for each target community.

Counterargument testing

Ask AI to play devil's advocate — identify how the message might be misread, what objections a sceptical audience might raise, and where the framing is weakest.

Visual concept briefs

While AI may not produce final designs to the desired quality, it can draft detailed creative briefs and visual direction that a designer can work from, saving time at the agency briefing stage. Codex/ChatGPT is better than Claude for image generation.

Example prompt

"We are running a heat health campaign to improve awareness of heatstroke symptoms in community settings. Our primary audiences are: parents of children under 5, elderly people living alone, and outdoor workers. Please produce three different versions of the core campaign message — one for each audience — at a plain-language reading level. Then produce a 40-word social media post and a 15-word poster headline for each version. Finally, identify the two most likely objections or misreadings for each version."

Using Claude Cowork's visual page builder: Claude Cowork can produce a visual HTML mock-up of a campaign page or poster — showing how the layout, hierarchy, and message work together before you brief a designer. This is particularly useful for stakeholder presentations where you want to show a concept, not just describe it.

Health Campaign Builder skill: For a more structured approach, the Health Campaign Builder skill in the repository takes you through a short guided questionnaire — target population, key message, languages, visual theme, and branding — then generates a complete, accessible HTML campaign page in one step. It sets the reading level automatically based on the audience type and supports multilingual output. Available in Claude Cowork.

📣 Campaign prototyping and testing