guidelines to materials development.ppt

8/10/2019 GUIDELINES TO MATERIALS DEVELOPMENT.ppt

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GUIDELINES TO MATERIALS

DEVELOPMENT

Liliane LuwagaMOH

2012


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Presentation outline

Introduction

Definition

Message development process

Issue selection

Selection of channel

Type of materials

Audience segmentation

The 7 Cs

Characteristics of effective communication


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Definition

A message is a statement that contains the

substance of what is to be communicated to

an identified audience

Defines the issue

States the problem solution

Describes the action needed

Gives the benefit


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Message development

Message development is a process

Messages are developed within the Strategic

communication framework

Messages have to be targeted

Effective messages are often based on research

Messages must be packaged appropriately


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Message development process

Materials development is a collaborative and

participatory process

Conceptualisation is based on information

obtained from audience

Materials and message are pre-tested with the

target audience to ensure appropriateness

Material development combines art and

science


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Selection of an issue

What is the health problem/issue?

Who is affected?

What do people know about the problem/issue?

What else do they need to know to take action?

Who should have this information?

Who else needs information to help the affected

person?


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Selection of packaging

How best can this message be communicated

to the selected target audience?

Choice is based on audience characteristics.

Literate or illiterate, children, adults, healthprofessional, policy makers, e.t.c.


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Types of educational material

Print materials: Posters;

brochures/leaflets/fliers/pamphlets; booklets,

collaterals; newspaper announcements/articles,

newsletters; flipcharts, press releases/statements

Electronic materials

video films; radio spots andradio announcements,


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Audience segmentation

Primarythe most affected

Secondary

have an influence on

the primary audience

Tertiary- can influence policy


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The Seven Cs of Effective

Communication

Communication occurs when a message istransmitted and received.

An effective message should meet the seven Cscriteria:

Command attention

Cater for the heart and head

Clarify the idea being communicated

Communicates a benefitCreate trust

Calls for action

Consistent


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Command attention

-Only messages that are noticed and remembered

can be effective.

-Effective messages should attract attention and elicit comment

while at the but remain sensitive to cultural context, social

values, and political priorities.

If you love them, plan for them (Philippines Slogan).


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Cater to the heart and head

Messages must appeal to the audience.

A message that arouses emotion is effective

because people learn better when theiremotions are aroused.

Emotional appeals usually involve story tellingreflecting the situation and the feeling of anindividual.


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Clarify the idea

A message should convey a single important

idea and make it clear so that the target

audience can understand it.


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Communicate a benefit

People need a strong motive to adopt change

such as a personal benefit.

Benefits range from - good health, beauty, sex

appeal, financial security, or a happier life.


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Create trust

A message that people will act on willingly must come from

sources that they trust. If the promise of a future benefit

does not come from a credible source people will not believe

it.

E.g. Most health messages are attributed to the Ministry of

Health to establish trust of the target audience.

This is a message from the Ministry of Health.


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Call for action

Once convinced that the promised benefit is worth pursuing,

people need to know how to act on this benefit-where to go,

whom to call, what to buy e.t.c.

Directives should be clearly stated. Without a specific cue to

action, people may hear, understand, and even approve of a

message but still take no action.


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Consistency

Repetition of a message is essential.

A message that is repeated many times, perhaps withvariations but always with basic consistency becomes familiarand people come to recognize and understand it without

having to stop to think.

As it gains recognition it also reaches wider and more diverseaudiences.

A good message should be used and reused until people knowwhat it stands for without seeing the name of the product.


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Characteristics of effective messages

Simple

Concise

Appropriate language

Content consistent with format

Credible messenger

Tone and language consistent with the message

(serious, humorous etc)


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Leaflet

Introduction/Background

Body

Key take home messages

Conclusion

Poster

Format -One key message concept

Guidelines simple text


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Issue: e.g. High incidence of child battering

Solution: Putting a law in place will stop this evil

Communication objective: e.g. To reduce incidences of childbattering

Target audience: Primary: Local Leaders Secondary: Parents, Teachers

Message: Join us to help stop this evil

Protect children from battering. They need your help to becomeuseful to your community and to themselves

Action: Enact a law on child battering Benefit:A happy and prosperous community

Packaging:


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Thanks for listening

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