4.1 Message Development The process of message development will allow you to narrow down what the audience would want to hear from the communication and how it needs to be positioned in order to prompt/motivate them to act. Message development involves: Identifying areas in which to develop messages Determine the communication approach Determine media, materials, and editorial format. Drafting messages and concepts. Review, pre-test, and revise text and concepts 4.1.1 Sample Template for Message Development The following template presents the variety of factors to be taken into consideration during the message design process. Formative research or FGDs will provide information on the “Factors Influencing adoption.” The draft messages developed out of this process should be pre-tested and finalised. Behavior to Factors Message Approach Tone Promote Influencing Concepts Adoption Caregivers, Most IPV and IPV + OPV Informing, Positive, particularly caregivers immunisation provides entertaining, Emotional mothers of take their is a free greatest persuading children children to service. protection under 5 receive IPV/ IPV will make against polio. get fully your child Lifelong immunized stronger. protection to Follow the Mild negative the child. side effects Immunisation schedule from card is like an Maintain identity card the are for a child. normal Parents want card Immunisation their children prevents to be healthy. serious child Male support sickness, for accessing including polio lifesaving health services Community Support IPV and Healthy Informing, Positive, elders caregivers immunisation children will entertaining, Emotional, to ensure is free make a persuading Supportive child is Mild negative healthy taken to side effects community the health from Male support existing centre for accessing beliefs and are lifesaving attitudes) normal health Immunisation services prevents
4.1 Message Development The process of message development will allow you to narrow down what the audience would want to hear from the communication and how it needs to be positioned in order to prompt/motivate them to act. Message development involves: Identifying areas in which to develop messages Determine the communication approach Determine media, materials, and editorial format. Drafting messages and concepts. Review, pre-test, and revise text and concepts 4.1.1 Sample Template for Message Development The following template presents the variety of factors to be taken into consideration during the message design process. Formative research or FGDs will provide information on the “Factors Influencing adoption.” The draft messages developed out of this process should be pre-tested and finalised. Behavior to Promote Factors Influencing Adoption Message Concepts Approach Tone Caregivers, particularly mothers of children under 5 Most caregivers take their children to receive IPV/ get fully immunized Follow the schedule Maintain the card IPV and immunisation is a free service. IPV will make your child stronger. Mild negative side effects from are normal Immunisation prevents serious child sickness, including polio IPV + OPV provides greatest protection against polio. Lifelong protection to the child. Immunisation card is like an identity card for a child. Parents want their children to be healthy. Male support for accessing lifesaving health services Informing, entertaining, persuading Positive, Emotional Community elders Support caregivers to ensure child is taken to the health centre IPV and immunisation is free Mild negative side effects from are normal Immunisation prevents Healthy children will make a healthy community Male support for accessing lifesaving health services Informing, entertaining, persuading Positive, Emotional, Supportive existing beliefs and attitudes)
Comm_Planning_Guide_IPV_intro-March2015.docx