Spots - Roll Back Malaria

STEP 6: BROADCAST YOUR SPOTScertain times and less during other periods, ensuring strong promotion of anindividual message.For example, your spots could be focused on a single message at a time, each aimedat achieving a specific objective. If the campaign’s objective is to “increase earlytreatment of children under five”:• The first flight may be “your child is at risk,” introducing the consequences ofdelayed or no action.• The second flight may be “personal efficacy,” reassuring parents that they canmake a difference if they act right away by giving the proper medicine in theproper dose.• The last flight may be “positive consequences,” reinforcing/sustaining the behaviorby emphasizing benefits.Again, it is important that each specific message be aired at least twice a dayon a station that the target audience listens to and at the times they listen.Sample flight planRadio Spots: Early treatmentTarget audience: Mothers of children under age fiveDates: September 2003-June 2004Sept Oct Nov Dec Jan Feb Mar AprAudience:Mothers ofchildren underfive years oldYour childat riskPersonal efficacyPositive consequencesAnother approach might be to run two or three spots at the same time especially ifyour target audience is at different stages of change (e.g., while some people are notaware of the risk, others are aware but are not using proper medicine, and a thirdgroup may be aware and using). Again, each spot must be aired at least twice a dayon a station the target audience listens to and at the times they listen.EXTENDING YOUR RADIO MESSAGEMaking a deal with a radio station to air your spots is just one way of using itsresources. By establishing a good rapport with the station staff, you may be able toextend the reach of your spots. Here are some possible activities:• Consider the radio station part of your malaria team. (Your radio team partnercan serve as your advocate at the station.) Before the station begins broadcastingyour spots, hold a motivational/informational meeting with the station staff.84 Spot On Malaria: Guide