Spots - Roll Back Malaria

STEP 2: DEVELOP THE CREATIVE BRIEFExisting spot check Listen critically to existing spot(s). (See Annex 2 “Assessing radio spots for pretest”worksheet for criteria) Find out if the spot(s) was pretested. If so, find out how: request the report andquestionnaire and review them. Get the creative brief for the spot(s), if one exists. Review it. Continue as explained below.Here is a process for adapting existing national spots or those found in Spot On:1. Develop a creative brief for the spot, if one does not already exist. (Guidelinesfollow.) Be sure to specify a target audience and one positive key benefit that isrelevant to that specific audience. Ensure that the message is appropriate for yourlocal malaria program.2. Change the names, vocabulary, sound effects (SFX) and music in the script to makethem more relevant to your target audience.3. Review/read the script out loud as you would want it to be performed. It shouldbe clear WHY your target audience should do what is being advised/asked. Checkit for pacing, inflection, timing and use of music and SFX and then adjust the scriptaccordingly. Use the Assessing radio spots for pretest worksheet in Annex 2 toensure that your spot is ready to pretest.4. Test the spot with the target audience. Revise based on your findings.5. Follow the process: pre-production, production and post production.6. Get feedback from partners and any necessary approvals at key points during thisprocess: on the creative brief, the script and taped spot before pretesting; therevised script after pretesting but before producing, etc.Creating new spotsOriginal spots allow you to open up new avenues of creativity. Only the startingpoints differ when creating a new spot rather than adapting one.1. Develop a creative brief for the spot. (Guidelines follow.) Be sure to specify atarget audience and one positive key benefit that is relevant to that specificaudience.2. Gather a few people who are familiar with the issue and invite them to abrainstorming session to help develop a concept/storyline that will transmit the keymessage.3. Write the script. Make it fun to listen to by adding SFX and music as appropriate.24 Spot On Malaria: Guide