Digital media campaigns for knowledge transfer: reflections on JBI Methodology Month

The proliferation of substandard evidence syntheses points to a persistent gap between the availability of rigorous methodological guidance and its appropriate uptake by end users. This commentary reflects on JBI Methodology Month, a digital media campaign designed to increase awareness and uptake of methodological guidance through multiplatform knowledge transfer. Informed by the JBI Model of Evidence-based Healthcare's conceptualization of knowledge transfer as coactive and participatory, the campaign employed coordinated dissemination with co-produced content in varied formats (eg, webinars, short videos, infographics), making complex methodological guidance accessible to diverse audiences. The digital media campaign, implemented March 1-31, 2025, reached 4.65 million people. Compared with the previous 31-day period, the campaign achieved significant increases in evidence-based practice resource downloads (95.90%), new JBI Evidence Synthesis journal users (22.0%), and methodology-related video views (243.85%). Reach and engagement metrics cannot demonstrate actual knowledge acquisition or behavior change; however, this case demonstrates how coordinated digital approaches, utilizing diverse formats, can expand the reach of methodological guidance beyond traditional academic channels. The experience illustrates both the feasibility of disseminating methodology using digital media and the ongoing challenge of measuring impact on actual methodological practice. It also highlights the value of digital knowledge transfer strategies as complements to traditional approaches.