Spots - Roll Back Malaria

STEP 3: ADAPT OR DEVELOP EFFECTIVE SPOTSMAINTAINING CONTINUITYMany elements of your radio spots should stay the same over time to help give yourradio materials continuity. Do this by using a special voice, music, sound effect,slogan or jingle in all of your spots. When people hear this element, they willrecognize it and know that the information is important and will help them takebetter care of their families. The chart 6 below illustrates which should remainconstant to help listeners recognize your spot(s) and alert them to the nature of yourmessage. These elements should be tested to ensure that your target audience findsthem attractive and persuasive.DescriptionTarget audienceWhat you want them to doWhy they should do itHow you say itSlogan/tagJingleSource of informationElements that shouldstay the same over aperiod of several yearsElements that shouldchange every three tosix monthsEIGHT SIMPLE RULES FOR WRITING/ADAPTING SCRIPTS FOR RADIO1. Write to one specific person. Imagine the face of a person from your targetaudience and write as if you are telling a story to that person.2. Think of your script as a play in three acts. People love stories, especially onesthey can relate to their own lives. Create your spot as you would a good storyusing a three-part structure:• Act I: The beginning sets up the situation and the characters (defines theproblem/ situation/barrier)• Act II: The middle illustrates the problem or conflict (suggests a decision thatmust be made/an action to be taken)• Act III: The ending resolves the problem (provides the benefit and overcomesthe barrier)6Used with permission from WHO, UNICEF, HealthCOM (1994), “Using Radio Spots to SupportNational CDD Programmes,” p. 42.46 Spot On Malaria: Guide