The message for a specific audience is key, packaging the message and sharing it widely is equally important. Governments have historically used public service announcements to share information on new programmes and services. Behavioural campaigns share some features with public service announcements but tend to go further by inspiring people to act. To get messages across, the following best practices have emerged from current and previous campaigns:Using impactful visuals to attract attention and increase shareability via social media. Germany’s “80 Millionen gemeinsam für Energiewechsel” (80 million together for energy change) campaign features people and refers to the population of the country, thus creating making it more relatable and promoting a sense of a community.