Spots - Roll Back Malaria

STEP 2: DEVELOP THE CREATIVE BRIEFSelect one positive key benefit that is relevant to your specific audience and thatdirectly addresses the behavior you want them to perform. In the examples below,the behavior promoted is the same—treat children for fever within the first 24hours—but the key benefit is different because each target audience will havedifferent motivations for treating a child’s fever promptly.Examples of key benefitsTarget audienceRural mothers of children under fivewith fever who are aware that there isa local health center available fortreatment of fever but have not tried it.Rural fathers of children under fivewith fever who are aware that there isa local health center available fortreatment of fever but have not tried it.Some key messagesMothers who treat their child's fever within the first24 hours are loving and caring.Treating your child’s fever within the first 24 hourswill save money (you will not have to pay hospitalcosts, and his mother can keep working). It is theresponsible thing to do.It is important to convey to audience members how they benefit if they take therecommended action. You should have a valid reason why you have chosen oneparticular benefit rather than another. The reason why the key promise/benefitoutweighs the obstacles—why what you are promising or promoting is beneficial—often becomes the actual message you will broadcast.Again, the selection of this key benefit and the reason you select it must be based onresearch conducted with your selected target audience. If you are having specificresearch conducted, it should include asking your target audience to describe theirconcerns or worries about performing the behavior you are promoting and whatbenefits that behavior could provide to minimize those concerns. Below are theseven questions that can help you discover important information about thebarriers and benefits of a given behavior to your selected audience.Seven elicitation questions1. What good things happen as a result of doing _____________ [fill in behavior]?2. What things make it easier to do _____________ [fill in behavior]?3. What people approve of _____________ [fill in behavior]?4. What bad things happen as a result of doing _____________ [fill in behavior]?5. What things make it harder to _____________ [fill in behavior]?6. What people disapprove of _____________ [fill in behavior]?7. Do you _____________ [fill in behavior]?32 Spot On Malaria: Guide