Spots - Roll Back Malaria

STEP 2: DEVELOP THE CREATIVE BRIEFSAMPLE CREATIVE BRIEFRemember that your audience cannot see anything, so note any information thatmay help describe the behavior or other visuals.For example,• If you mention the name of a medicine, you might also want to describe whatit looks like (e.g., the yellow tablet) or how it is packaged. Or,• If there is more than one type of the same medicine, it may be important toexplain that the green package is meant for children of a certain age and thered one is for children of a different age.OpportunitiesTo maximize the spot's impact, consider when your audience might be mostreceptive to or able to act on the message.For example,• Are there times, seasons or events when you should air the spot that willincrease the likelihood of reaching your audience? How does malaria seasonaffect how people will react?• What way(s)—other than broadcasting—might the spot reach your targetaudience? Perhaps the spot could be played at special health fairs or in thewaiting room of a health clinic.You have now learned about all the elements of a creative brief. Complete thecreative brief for each of your radio spots by summarizing what you have learnedabout your intended audiences, the action you want them to take and how you willreach and influence them.As you develop your creative brief, make sure that you:• Know exactly who your audience segment is and look at everything from theirpoint of view (“put yourself in their shoes”)• Focus on the action• Maximize the benefits and minimize the barriers that matter to the audience• Base your decisions on research and other information you have collected.Your creative brief may need to be modified. As you learn more about one element,other elements may need to be adjusted.Here is an example of a creative brief (followed by a sample script based on it) for a60-second spot on the importance of nightly use of treated nets by pregnant women.You may want to refer to it as you complete yours. Once you have developed yourcreative brief and reviewed it with the program’s manager or other decision-makers,you are ready to start developing and producing the actual spot(s).34 Spot On Malaria: Guide