Immunization and child health materials development guide pdf

More documents

Recommendations

Info

THE CREATIVE BRIEF 3 A creative brief is one way to help you clarify the scope and intent of your materials development project. It is both a process and a product. The process is to think and decide who or what will be your intended audience, and what will be your communication objectives, potential obstacles, key promise and benefit, support statements and rationale, message tone, communication channels, and other creative considerations. The product is a document stating all these elements clearly and succinctly. The creative brief helps ensure that your materials will reflect what you want, in the way you need. It serves as: • A crucial link between the research and your communication strategy; • A way to translate background information into actual materials; • An assurance that your interventions will reflect and address the concerns and needs of your audiences; and • A “contract” between you and the creative team, helping ensure that all agree on what the communication is meant to accomplish, its key elements, and its strategy. Whether your team or an outside creative team will create materials, the brief should include the following: • Intended Audience. Who do you want to reach with this communication? • Communication Objective(s). What will this communication make the audience feel, think, believe, or do? • Obstacles. What beliefs, cultural practices, pressures, traditions, family, religion, and misinformation stand between your audience and the communication objectives? • Key Promise and Benefit. What’s in it for the audience? • Support Statement and Rationale. Why does the key promise outweigh the obstacles? • Tone. What feeling should this communication have? • Media. What channel(s) will you employ to best reach your audience? • Creative Considerations. What additional points need to be considered when designing this communication? Multiple languages? Multiple regions of the country? Gender considerations? Working through these questions should give you a fairly clear idea of what your communications approach should be. A word of caution, however: this is a process of learning and revising. Sometimes your assumptions will be incorrect. You may need to revise your brief after conducting audience research. Page 7
C. Create a Workplan A workplan is a detailed list of the steps involved in the materials development process. It helps you to organize for upcoming steps. Figure 1 shows a very general workplan attached to a simple timeline. You can use this sample as a starting point for your own workplan. Notice that the time needed to complete the materials development process, from concept to final product, can range from six to twelve months or more. The time can vary, depending on the complexity and number of materials you are producing, the number of staff devoted to the project, and the amount of work you can contract outside your organization, such as scriptwriting and filming for a video. Then, after using the materials for six months or so, evaluate them to see if they are serving the desired purpose. D. Develop a Budget A budget should include all projected expenses associated with a project, from refreshments at focus group discussions (FGDs) to staff salaries. When your project is complete, you can fill in actual budget costs and compare them with your projected figures for future planning. Figure 2 shows a sample budget for print, radio, and video materials. While not an exhaustive list, this sample includes the major expenses you might encounter in a typical materials development project. What you include in your budget will vary, depending on the variety and complexity of your materials, the number of staff devoted to the project, and whether you hire contractors to carry out part of the work (such as scriptwriting and filming for a video). Your project may include different line items and costs reflecting local resources, staffing patterns, and institutional contributions to health and immunization programs. Note About Radio and Video Programs Unless you have the expertise, seriously consider contracting out the scriptwriting, recording, and filming of lengthy radio or video programs. Before getting help from contractors, complete the audience research and message development steps. Then, work with your contractor to develop and pretest drafts until a final version is ready for production. Page 8
Page 1 and 2: Immunization and Child Health Mater
Page 3: immunization and child health mater
Page 7: Table of Contents Page A Letter fro
Page 10 and 11: Materials development is especially
Page 12 and 13: The Guide explores qualitative rese
Page 14 and 15: Step 1. Plan Your Project The first
Page 18 and 19: Figure 1. Sample Materials Developm
Page 20 and 21: Step 2. Identify and Study Your Aud
Page 22 and 23: • Fieldworkers, traditional birth
Page 24 and 25: 2. Define Your Audience by Stages o
Page 26 and 27: B. Determine Informational Needs of
Page 28 and 29: 2. Decide Which Method Best Meets Y
Page 30 and 31: In-Depth: Effective Qualitative Res
Page 32 and 33: • Ask participants to imagine som
Page 34 and 35: Figure 11. Principles of Question D
Page 36 and 37: Figure 12. Tips for the Facilitator
Page 38 and 39: Figure 14. Example of Organizing FG
Page 40 and 41: immunization. Make sure the questio
Page 42 and 43: 3. Identify Patterns. As the facili
Page 44 and 45: SUMMARY OF FOCUS GROUP PHASES Phase
Page 46 and 47: Figure 17. Organizing Your Notes 22
Page 48 and 49: Step 3. Develop Messages
Page 50 and 51: A meeting with policy-makers may be
Page 52 and 53: Figure 18. Guidelines for Designing
Page 54 and 55: Step 4. Create Draft Materials Keep
Page 56 and 57: The artist can prepare more than on
Page 58 and 59: C. Video Materials Producing a vide
Page 60 and 61: VIDEO Same expert demonstrates Solo
Page 62 and 63: Special Advantages of the Web. The
Page 64 and 65: • Easy to Create. A single person
Page 66 and 67:
MAKE AN INTERACTIVE, “BRANCHING
Page 68 and 69:
- Get Outside Help, If You Need It.
Page 70 and 71:
Step 5. Pretest and Revise Draft Ma
Page 72 and 73:
B. Measuring Variables Pretesting m
Page 74 and 75:
Figure 25. Drafts of an ORS Message
Page 76 and 77:
Page 62
Page 78 and 79:
In-Depth: Effective Pretesting 1. P
Page 80 and 81:
Low-Literate Materials Pretest Form
Page 82 and 83:
Using the Pretest Data Sheet. Use t
Page 84 and 85:
A response to a picture is consider
Page 86 and 87:
Figure 30. Sample Illustration, Pre
Page 88 and 89:
Figure 32. Completed Print Material
Page 90 and 91:
8) Then, multiply the answer by 100
Page 92 and 93:
Figure 35. Pretesting Pattern for O
Page 94 and 95:
• Introduction. Introduce yoursel
Page 96 and 97:
• Written Pretest Questionnaire.
Page 98 and 99:
Step 6. Produce Materials
Page 100 and 101:
Economies of Scale. Often, the more
Page 102 and 103:
Page 86
Page 104 and 105:
Step 7. Distribute Materials and Tr
Page 106 and 107:
Figure 36. Tips for Using Print Mat
Page 108 and 109:
Step 8. Evaluate Materials
Page 110 and 111:
Appendix 18 includes a sample evalu
Page 112 and 113:
Page 94
Page 114 and 115:
Page 96
Page 116 and 117:
References AIDSCAP. How to Conduct
Page 118 and 119:
Glossary of Acronyms AIDSCAP BCC BD
Page 120 and 121:
PATH (Program for Appropriate Techn
Page 122 and 123:
Appendices
Page 124 and 125:
Appendix 1 Topic Guide for Focus Gr
Page 126 and 127:
E. Closure 1. Review any patterns o
Page 128 and 129:
Appendix 3 SMOG Readability Formula
Page 130 and 131:
Leave Plenty of White Space. This m
Page 132 and 133:
Use Simple Illustrations. Avoid ext
Page 134 and 135:
Use Appropriate Illustrative Styles
Page 136 and 137:
Appendix 5 Hiring Experts If you ha
Page 138 and 139:
Sample Letter January 25, 2001 Dire
Page 140 and 141:
Appendix 7 Video Camera Directions,
Page 142 and 143:
22. Titles: (a) Cards, film, slides
Page 144 and 145:
⇑ Clearly identify steps in a tec
Page 146 and 147:
Appendix 10 Sample Questions for Pr
Page 148 and 149:
Appendix 12 Pretest Data Sheet Pret
Page 150 and 151:
Appendix 14 Group Pretest Answer Sh
Page 152 and 153:
Appendix 16 Radio and Video Pretest
Page 154 and 155:
Appendix 18 Evaluation Form Evaluat
Page 156 and 157:
Page 136
Page 158 and 159:
6. What was most useful about the G
show all

Immunization and child health materials development guide pdf

Create successful ePaper yourself

Delete template?

Save as template?