Spots - Roll Back Malaria

STEP 3: ADAPT OR DEVELOP EFFECTIVE SPOTSNot sure what makes a bad spot? This table compares what makes spots effective orineffective.Good spotsCreate a picture in people’s mindsCommunicate a single messageMake people feel something after they listenShow people doing what you are asking andbeing rewarded or praised for itUse an unexpected approach—catchpeople’s attention by using music, words,sound effects, jingles, slogans or tag lines inan unusual or unexpected wayUse quality voices—understandable, reflectthe voices of the target audience and/or anauthoritative, trustworthy toneDemonstrate good technical productionquality—all the elements are balancedBad spotsDo not suggest a place or moodInclude too many messagesAre bland, like a lectureTell, do not show an action/behaviorAre boring, confusing and/or useinappropriate elements—music, voices,sound effectsUse poor quality voices—unclearpronunciation, wrong accent, do not echothe listener’s patternsAre of poor technical production qualityThe typical spot below would make any target audience feel lectured to. Thelistener would be bored, confused and possibly offended, and probablywould not really listen to the spot again.Example of an ineffective radio spotMUSIC:(anything available when the message is recorded)MALE ANNOUNCER 1:(TAG)MALE ANNOUNCER 2:Mothers, it’s important to treat malaria correctly. Children whohave fever should be given the recommended antimalarialmedicine. The dose of antimalarial will depend on the age of thechild; use the green pack for children 2 to 5 years old and thered pack for children 2 months to 2 years old. Start treatmentwithin 24 hours of the onset of fever.This message was brought to you by the Ministry of Health.40 Spot On Malaria: Guide