Spots - Roll Back Malaria

STEP 2: DEVELOP THE CREATIVE BRIEFRanking audience segmentsUse a scale of from 5 (most) to 1 (least) importantCriteriaWhich audience segment represents the highest priorityfor you and your partners?Segment 1 Segment 2Segment 3Which segment can be reached using the radio?Which segment is most affected by malaria?Which segment is most likely to change their behavior?Which segment is not reached by other programs?Total scoreDETERMINING YOUR MESSAGE: WHAT IS THE DESIRED ACTION?When developing your message, you must know what action you want youraudience to take as a result of hearing your message. This desired action must beclearly understood by the audience from your message. Further, it must be somethingthat is feasible for them to do. Moreover, they must be convinced by your messagethat, from their point of view, there is a reason or benefit that outweighs anyobjections to taking the action.Now, develop the basic message. Each behavioral objective has a number of possiblemessages that can be developed, as illustrated in this table. Feel free to develop yourown. Note that this table does not specify a target audience. In general, for these keymessages the target audience will be mothers or fathers (except for pregnant womenfor the intermittent preventive treatment messages). Selecting whether to focus onfathers or mothers may depend on which key message you select.When you listen to a radio spot, it should be clear exactly what it is asking thetarget audience to do. The sample radio spot scripts in Annex 3 show a variety ofbehavioral messages for a number of malaria problems.Spot On Malaria: Guide29