Spots - Roll Back Malaria

STEP 3ADAPT OR DEVELOPEFFECTIVE SPOTSCREATING EFFECTIVE RADIO SPOTSThere is a lot of “noise” on the radio airwaves. Noise refers to messages people tuneout because they are irrelevant or unappealing. To reduce the chance that yourradio spots become noise, you must have a clear objective, target audience andstrategic message. Step 2 described these building blocks, which make up yourcreative brief.Also, to break through the clutter of music, voices and other messages that crowdthe airwaves, your spots need an unexpected approach—something unusual that willmake people stop and listen. They need to be produced with the best writing skillsand actors possible so they can compete for the audience’s attention. Finally, yourspots must be broadcast frequently at the times your audience is listening so thatyour audience has many opportunities to hear the spots, understand them and acton what is being suggested.Effective radio spots• Tell people what you want them to do and why.• State the message at least twice. Repetition increases the chances that theaudience will hear, remember, understand and act on the message.• Show others doing the behavior and being rewarded or praised for it. Everyonelikes to be praised for what they have done. Radio spots are a powerful way toshow people being praised for doing the right action.• Create a picture in people’s minds. With radio, the listener can travel, meet newpeople, look at his peers in new ways, feel and see things in his imagination thathe never thought of before. When you listen to good radio material, you shouldbe able to shut your eyes and “see” who is talking, where they are and what theyare doing.• Make people feel something after they listen: happy, affectionate, energetic orcapable of doing what you are asking. Most of the sample spots written for theGuide in Annex 3 make the listener feel happy, loving, confident or in control.• Catch people’s attention by using music, words, sound effects, jingles, slogans ortag lines in an unusual or unexpected way. One of the most effective ways tocreate an unusual spot is to make a mix of old and new elements.Spot On Malaria: Guide39