PSI Malawi Creative Brief
1 / Health Field / Diarrhea Prevention2 / Item / IDPP Wall Signs at School Block/Latrines
3 / Background
3 to 4 sentences explaining need for campaign / WaterGuard is an affordable household product that treats drinking water and makes it safe to drink. Since its launch in 2002 it has had very little advertising and promotion and support. PSI would now like to develop advertising materials to provide marketing support which will significantly improve demand and product availability.
4 / Target Group
/ 1 / Target: Pupils, teachers and the community / 2
5 / Research
What do we know about our Target Group from our research? / From the IDPP workshop
1. Poor hygiene and use of sanitary facilities in schools
2. Vandalism of water and sanitation facilities
3. Low rate of hand washing after toilet use among pupils
From 2005 TRaC survey
4. Have low self efficacy for water treatment all year round
5. They perceive low availability of WaterGuard
6. They have low outcome expectations for hygiene
7. Hand washing with soap at critical times is practiced about half the time
8. Single mothers have lower levels of media access
6 / Behavioural Objective
What do we want people to do after they see this item? / Practice hand washing at all critical times
Promote proper use of the latrines and reduce vandalism of water and sanitation facilities
7 / Communication Objective:
What are the 1 or 2 key messages you want to give the target group? / Promote self efficacy for hand washing, proper use of the toilet and ownership of the latrines
8 / Positioning statement
Consider Target, Competition and Reason to Buy / N/A
9 / Call to Action
For example: “Buy Chishango condoms!” / Wash hands with soap at critical times, Use your latrines properly, Latrines are your property, take care of them
10 / Creative Considerations
Consider tone, brand personality, colour schemes, clothing to be worn etc. / Wall sign in four squares with following messages with illustrations/graphics that are appealing and exciting to the pupils.
1. Always wash hands after toilet use (picture of student washing hands after using latrine with message below) – see IDPP leaflet
2. Always wash your hands before eating any type of food (picture of student before handling food with message below) – see IDPP leaflet
3. Always use a latrine for privacy and dignity – (picture of student entering latrine, happy and proud)
4. Be responsible. Use the latrine properly to avoid messing up or soiling your feet. – (picture of student exiting the latrine, show clean interior of latrine)
11 / Logos / Donor / PSI / Other
USAID / Y
12 / Technical/Program Specifications / Geographical placement / Countrywide
Other Languages? / Chichewa
Materials to be used / Walls
Dimensions / 2m x 2m
Pre-test required? BY WHEN?
DESIGN DEADLINE / June 15, 2007
PROCUREMENT DEADLINE / July 1, 2007