Spots - Roll Back Malaria

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OVERVIEWWHEN ARE RADIO SPOTS NOT USEFUL?Radio is not the solution to all health communication problems. Be sure to use radiofor its advantages, but do not use radio for purposes for which it is not useful, suchas:• Small audiences: Do not use radio in areas where people do not listen to theradio or where families do not have radios. See Step One for more information onhow to gather listener data.• Lack of services: Do not use radio announcements or spots to create demand forthings that are not available.For example, do not use radio to promote insecticide-treated bed nets in areaswhere they are not sold or to encourage intermittent preventive treatment (IPT)where clinics are not prepared to provide it or are constantly out of stock.• Teaching skills: Radio can explain skills or model others trying new skills. Butcomplex skills that require many steps or practice cannot be taught using theradio. Radio alone is usually not enough for an audience to learn the differencebetween less hot and very hot (urgent) fever or to learn how to properly mix theinsecticide solution for a mosquito net and treat the net at exactly the right time.ADAPTING OR CREATING ORIGINAL SPOTS AT THE SUB-NATIONAL LEVELSpot On presents the entire process for adapting existing radio spots to local needsor creating original spots. Adaptation can be as simple as translating an existing spotinto the local language, adjusting a few cultural beliefs or practices, using locallyspecific statistics, using a different announcer and local accents, or adding differentsounds and/or music. On the other hand, adaptation can mean modifying the spotmore significantly because things are done differently in the area you want to reach,people in the area do not say those kinds of things, there are no nearby healthcenters, or the spot would be more effective with a different approach, such as adialogue rather than a monologue.Whether adapting or creating original radio spots, working at the district, local orother sub-national level offers distinct challenges and advantages when compared toworking at the central or national level. Challenges may include fewer resources(both financial and human); also personnel may be less experienced at developingand producing effective spots. In addition, topics or objectives may be preset at thenational level. But, on the plus side, the intended geographic area often shares aculture and spoken language which can make it easier to focus your message. Also,production and broadcast costs are usually lower. And since there are often fewerstations for people to choose from, the audience can often be reached using onlyone station.Spot On <strong>Malaria</strong>: Guide5
OVERVIEWSEVEN-STEP RADIO SPOT PRODUCTION CYCLE: AN OVERVIEWRadio is not direct, interactive dialogue, like you have when you talk with others faceto face. But well-developed spots do facilitate an indirect dialogue with thecommunity. The production steps are a circular process in which feedback from thecommunity is incorporated as you work through a loop of planning, implementationand improvement.First, you gather and review information about what people in the community know,believe and do about malaria, in addition to their radio listening habits (Step 1). Thisresearch helps you make informed decisions about how you will use radio and whatyou will ask people to do. Also in Step 1, you will partner with other organizationsand plan your radio spot with them. Then, you will develop a creative brief (Step2)—the road map for evaluating an existing spot or developing a new one.Once you have adapted an existing radio spot or created a new one (Step 3), youplay it for people from your target audience (pretest), make changes based on theirreactions (Step 4) and prepare for studio production.Next, you produce (Step 5), place and broadcast the spot(s) (Step 6). After the spotsare broadcast, you track when they were aired as well as what the target audienceheard, learned and did based on the spots. This information will help you makenecessary changes to the spots or the broadcast schedule (Step 7).Seven-step radio spot production cycleEach of the seven steps is important. The process should be followed in the order recommended.Step 6:Place/broadcastStep 7:Monitor/evaluateStep 5:ProduceStep 1:Gather info,build team, planStep 4:Pretest/revise script/pre-productionStep 2:Develop/adapt creativebriefStep 3:Develop/adaptscript6Spot On <strong>Malaria</strong>: Guide
Page 1 and 2: SPOT ONMALARIAA Guide toAdapting, D
Page 3 and 4: ACKNOWLEDGMENTSThis Guide is adapte
Page 6 and 7: CONTENTSOVERVIEWSpotlight on malari
Page 8 and 9: ABBREVIATIONSANCCIDADDDHSDFIDIMCIIP
Page 10 and 11: OVERVIEWSPOTLIGHT ON MALARIAEach ye
Page 14 and 15: OVERVIEWGathering information perio
Page 16 and 17: STEP 1GATHER INFORMATION,BUILD YOUR
Page 18 and 19: STEP 1: GATHER INFORMATION, BUILD Y
Page 28 and 29: STEP 2DEVELOP THE CREATIVE BRIEFADA
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Page 32 and 33: STEP 2: DEVELOP THE CREATIVE BRIEFU
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Page 42 and 43: STEP 3ADAPT OR DEVELOPEFFECTIVE SPO
Page 44 and 45: STEP 3: ADAPT OR DEVELOP EFFECTIVE
Page 60 and 61: STEP 4PRETESTPRETESTING: THE KEY TO
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STEP 4: PRETEST• Persuasion: Does
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STEP 4: PRETESTPattern for Four Gro
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STEP 4: PRETESTWho should conduct t
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STEP 4: PRETEST• The left-hand co
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STEP 4: PRETESTSample revisions bas
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STEP 5PRE-PRODUCTION, PRODUCTIONAND
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STEP 5: PRE-PRODUCTION, PRODUCTION
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STEP 5: PRE-PRODUCTION, PRODUCTION
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STEP 6BROADCAST YOUR SPOTS- Targeti
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STEP 6: BROADCAST YOUR SPOTS• If
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STEP 6: BROADCAST YOUR SPOTSREACHIN
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STEP 6: BROADCAST YOUR SPOTScertain
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STEP 7MONITOR, EVALUATE ANDREVISE Y
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STEP 7: MONITOR, EVALUATE AND REVIS
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STEP 7: MONITOR, EVALUATE AND REVIS
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ANNEXES- Annex 1:Resources (pages 9
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ANNEX 1RESOURCESINTRODUCTION TO MAL
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ANNEX 1: RESOURCESFor the unborn in
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ANNEX 1: RESOURCESHow radio complem
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ANNEX 1: RESOURCESThis communicatio
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ANNEX 1: RESOURCESCommunication/mat
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ANNEX 2TOOLS YOU CAN USETOPICSWorks
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Seven-step radio spot production cy
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Creative brief templateProject:Cont
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Assessing radio spots for pretestWo
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Sample pretesting guide for group d
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Tips for facilitating group discuss
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Notetaking sheet: Radio spot pretes
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Who listens and whenRadio station:L
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Radio spot monitoring: A planning w
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Radio spot evaluation: A planning w
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Malaria communication activities pl
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ANNEX 3SAMPLE SCRIPTS FOR SPOTSTOPI
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ANNEX 3: SAMPLE SCRIPTS FOR SPOTSTi
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ANNEX 4: GLOSSARYRadio spot: A shor
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ANNEX 4: GLOSSARYRADIO PRODUCTIONFa
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CHANGE ProjectAcademy for Education
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