Communicate for Health (C4H)

In November of 2014, the U.S. Agency for International Development (USAID) awarded FHI 360 and its consortium of partners — Voto Mobile, Creative Storm Networks and Ghana Community Radio Network — a five-year, US$18 million cooperative agreement to implement USAID’s Communicate for Heath (C4H) project in Ghana. The project seeks to improve the health and well-being of Ghanaians through a broad range of mass media and social and behavior change communication (SBCC) campaigns. C4H works with the Government of Ghana, the Ghana Health Service Health Promotion Department (GHS/HPD), and local Ghanaian and international development partners to influence behavior change in family planning; nutrition; maternal and child health; malaria prevention and treatment; HIV/AIDS; and water, sanitation and hygiene. The project builds on USAID’s legacy of improving health and nutrition in Ghana, including support for improved health communication. 

Project strategies aim to: 1) support the Government of Ghana’s efforts to improve behavior change in health-focused areas, 2) strengthen the capacity of GHS/HPD to effectively coordinate and deliver SBCC and evidence-based health promotion campaigns, and 3) develop and strengthen the SBCC and social marketing capacity of local organizations to deliver quality health communication programming. 

Key results to date include: 

  • Refreshing the GHS/HPD flagship health promotion, the “GoodLife, Live it Well” brand. C4H worked to comprehensively refresh and upgrade the “GoodLife, Live it Well” brand to be the unifying umbrella brand for all SBCC products and services within the Ghana Health Service. Launched on July 28, 2016, by President John Mahama, the revised integrated health communication campaign focuses on promoting health messages targeting demographics by life stage.  
  • TV and radio coverage. To date, the project has produced and broadcast more than 154,000 spots and public service announcements in eight languages across more than 26 national, regional and community-based radio and TV stations, reaching nearly 23 million people.  
  • Capacity-building activities. In June 2016, C4H kicked off the one-week Change Agent Development Program (CADP). This program is designed to strengthen the capacity of national, regional and district staff in SBCC, emergency health priorities, leadership and professional development. Twenty-two health promotion practitioners attended this training. The project also conducted the first Set for Change Action Learning set, a hybrid approach to capacity building that provides mini-workshops to district health promotion officers. 
  • Collaboration and coordination with partners. Collaboration is a key part of this project. To date, C4H has actively worked with several USAID projects, including Systems for Health, SPRING, RING, SHOPS, VectorWorks and Evaluate for Health and with non-USAID partners National Population Council and UNICEF. Activities ranged from support for SBCC coordination, materials development and pretesting, strategic planning, and monitoring and evaluation to consultative meetings, document exchange and review, experience sharing, and leveraging resources to carry out joint activities with the GHS/HPD.


  • A 360 Degree Approach to Social and Behavior Change
    2018 — FHI 360 uses a socio-ecological lens to view the complex interplay between individual, interpersonal, community and societal factors that affect behaviors. We select interactive, participatory strategies to ensure a holistic view of...
  • C4H GoodLife Brochure
    July 2016 — The Communicate for Health (C4H) project worked to refresh and upgrade the “GoodLife, Live it Well” brand to position it as a unifying Ghana Health Service umbrella brand for all social and behavior change...
  • C4H Activity Brief
    July 2016 — This one-page activity brief prepared for the U.S. Agency for International Development (USAID) provides a high-level overview of FHI 360’s efforts on the Communicate for Health (C4H) project and how they tie into...
  • Ghana
Funder: USAID
Duration: 2014 - 2019