Bremen Leak
Johns Hopkins University
In collaboration with
Elena Olivi, PSI
Mary Kante, JHU
Hannah Koenker, JHU
Martin Edlund, Malaria No More
The Alliance for Malaria Prevention
Workshop on Behaviour Change Communications
Bamako, Mali 21-24 September 2010
1
To a
communications
practitioner, the
creative process
looks a lot like
this.
In other words….
2
You need to plan
before you create.
A creative brief helps you do just that.
AMP
BCC workshop
Bamako September 2010
3
A creative brief is a planning tool used to
summarize key elements of your campaign for
internal and external audiences.
Define
objectives
BCC
team
Creative Brief
Develop
strategy &
messaging
Produce media
Creative
team or
agency
Production
team
Creative Brief
AMP
BCC workshop
Bamako September 2010
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a brief overview of the campaign or initiative and
the health issue at large
an audience profile, including demographic factors,
behaviors, attitudes and beliefs
behavioral objectives, such as increased net usage
communication objectives or key messages
creative outputs or materials to be produced
other creative considerations such as tone or
manner, essential words or logos, and languages
budget considerations and timelines
AMP
BCC workshop
Bamako September 2010
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Use simple, concise and clear language.
Begin by stating the facts.
Avoid jargon and statistics. Rather, interpret any
necessary statistics and portray a story or context
for the creative team.
Make the brief as compelling as possible to inspire
the artful creation of the concepts.
Keep it to 2 or 3 pages in length.
AMP
BCC workshop
Bamako September 2010
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After writing the brief and submitting it to the
creative team, you should typically expect to
tender with agencies to develop concepts.
review and evaluate the concepts.
choose your concept.
develop and sign contracts.
proceed with production. (dynamic process)
pretest.
launch the campaign.
AMP
BCC workshop
Bamako September 2010
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A hypothetical situation
To help you better understand the process and tools to design and
produce BCC materials, you will fill out a creative brief based on
the following hypothetical situation:
You are the BCC team leader in one of two fictional
countries, Taifaja or Gowanda. Your director has
informed you that a prominent donor has asked your
national president to provide information about net
use in the country. The president is concerned about
the 40% gap between LLIN ownership and use in your
country. He wants to be able to assure the donor that
all citizens are sleeping under LLINs every night.
As part of the campaign, your group will develop a
radio ad or poster to increase net use in your country.
Use the creative brief template as a guide.
AMP
BCC workshop
Bamako September 2010
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•
•
•
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•
Taifaja
Gowanda
20% of households own at least 1
net but government wants to reach
universal coverage targets using
vouchers
Use was 5% for children <5 and 3%
for pregnant women with seasonal
variation
30% urban/70% rural
50% literacy rate
Typical family size=8
Access to TV is 15%, access to radio
85%
Lots of NGOs/CBOs operating in
community health
Health centers widely used
Low malaria education
Both countries report a
40% usage gap.
•60% of households own at least 1 net
but government wants to add 2 nets per
household to reach universal coverage
targets
•Use was 35% for children <5 and 28%
for pregnant women with seasonal
variation
•60% urban/40% rural
•45% literacy rate
•Typical family size=7
•1 national TV station, access is 85%,
access to radio 98%
•No real community social structures
•40% IPTp 2
Use this data for your creative brief.
AMP
BCC workshop
Bamako September 2010
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Choose one of the three following research findings
to further guide your creative brief.
I.
Focus group discussions are showing that while women
have been responsible for obtaining nets for themselves
while they are pregnant, and for their children under 5, men
are the ones in the household who are important in making
sure the family members sleep under nets. Men in the FGDs
said that they didn’t like spending money and time to treat
malaria and that it would be worth it to them make sure
their families slept safe, to avoid those expenses. They said
they looked up to men who were able to provide for their
families, but didn’t like men who bragged about all of this.
AMP
BCC workshop
Bamako September 2010
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Choose one of the three following research findings
to further guide your creative brief.
II.
Net use has leveled off in the country. FGD show that nets
are seen as somewhat of a nuisance, but people recognize
their utility. Mothers in particular were attracted by the
message that their children would do better in school if
they used their nets to prevent malaria, a disease that
brings missed school days and potential brain damage and
learning disabilities. They liked thinking that their kids
could grow up strong and be successful if they slept under
nets all the time.
AMP
BCC workshop
Bamako September 2010
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Choose one of the three following research findings
to further guide your creative brief.
III.
The communities at the rural level are close-knit. Their
sense of community is strong. FGDs within various
communities show that the idea that community use of nets
at a high level (>70%) protects everyone in the village, and
that responsibility for others was strong. One participant
said, “You mean if I sleep under a net, it helps my neighbor
next door? And if I don’t sleep under my net, then he is
more likely to get malaria? That is very important to me.”
Good luck!
AMP
BCC workshop
Bamako September 2010
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