Creative Brief

1 Health Area and Intervention(s)

2 Shared Vision

3 Background (What is the current situation of “X” issue?)

4 Priority Audience (Write a description of a representative auidence member and include a picture if possible)

A. Primary Audience B. Influencing Audience

Segment: Age: Income: Education: Where they live: Marital status: Other:

Segment: Age: Income: Education: Where they live: Marital status: Other:

5 Objectives (What should the auidience think, feel and do?)

Think: A. B.

Feel that: A. B.

Do: A. B.

Creative Brief Template

6 Competitive Behaviors/ Barriers

7 Positioning Statement/ Key Promise (and supporting points) If you choose to [desired action response], then you will benefit by [what is the single most appealing/im- portant benefit the audience sees as a reward for undertaking the new behavior?}

Benefits

• [Benefit A] • [Benefit B] • [Benefit C]

Pre-test the above alternative benefits to see which one resonates best with the priority audience

Support Points: (why should the audience belive the key promise?)

• [Testimonial] • [Facts] • [Comparisons] • [Demonstrations]

8 Call to Action (One specific action the audience can take after exposed to the message and/or materials)

9 Creative Considerations Media Approach: (which channels will be used and why)

Materials to be Developed: (what materials, quantities, duration, other qualities and distribution points)

Creative Concept Outlines:

General Guidelines: (on the tone, feel, issues to be sensitive about):

A. B. C.

10 Logos Donor:

Key Partners:

Other:

11 Technical/Program Specifications Geographic Placement:

Language:

Other: