Spots - Roll Back Malaria

STEP 2: DEVELOP THE CREATIVE BRIEFCreative brief template 3Project:Contact information:Prepared by:Approved by:1. Target audiencesWhom do you want to reach with your radio spot? Be specific.2. ObjectivesWhat do you want your target audiences to do after they hear this radio spot?3. ObstaclesWhat beliefs, cultural practices, social pressure or misinformation are barriers to your audience doing that?4. BenefitSelect one single benefit that the audience will experience upon doing that, from the audience’s point of view.5. Support statements/Reasons whyInclude the reasons the benefit outweighs the obstacles and why what you are promoting is beneficial. Thesestatements often become the messages.6. ToneWhat feeling or personality should your communication have? Should it be authoritative, light, emotional …?7. OpportunitiesWhat times, seasons or events increase the likelihood of reaching your audience? What other ways might thespot be used?8. Creative considerationsWhat should the writers and producers keep in mind during development? Which format is best for theselected radio stations and preferred by the target audiences: Announced or produced, monologue, dialogue,testimonial, informational? Will the spot be in more than one language? Who are the characters? What words,phrases or jingles should be used?Please add a second page, summarizing the results of the research you collected and reviewed.3Adapted from Making Health Communication Programs Work: A Planner’s Guide, US Department of Health & HumanServices, Office of Communications, National Cancer Institute, 2002. Available online at www.cancer.gov/pinkbook.26 Spot On Malaria: Guide