PSI MalawiCreative Brief

1 / Health Field / Diarrhea Prevention
2 / Item / IDPP Comic Book for students
3 / Background
3 to 4 sentences explaining need for campaign / During the Integrated Diarrhea Prevention Project (IDPP) workshop, participants agreed to promote good hygiene, proper use of the latrines, hand washing with soap at critical times and ownership of water and sanitation facilities. PSI/Malawi would like to produce comic books for primary school students for the promotion of the above key areas.
4 / Target Group / 1 / Target:Primary School Pupils and Teachers in Semi-urban and rural areas / 2
5 / Research
What do we know about our Target Group from our research? / From the IDPP workshop
  • Poor hygiene and use of sanitary facilities in schools
  • Vandalism of water and sanitation facilities
  • Low rate of hand washing after toilet use among pupils
From 2005 TRaC survey
  • Have low self efficacy for water treatment all year round
  • They perceive low availability of WaterGuard
  • They have low outcome expectations for hygiene
  • Hand washing with soap at critical times is practiced about half the time
  • 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
Promotion of self efficacy for good hygiene and sanitation practices
Promote ownership of water and sanitation infrastructures
Promote self efficacy for proper use of latrines
7 / Communication Objective:
What are the 1 or 2 key messages you want to give the target group? / Increase knowledge among pupils on good hygiene and sanitation, hand washing with soap at critical times, proper use of the latrines and ownership of the water and sanitation infrastructures
8 / Positioning statement
Consider Target, Competition and Reason to Buy / N/A
9 / Call to Action
For example: “Buy Chishango condoms!” / Know the good hygiene and sanitation practices, how to use a latrine and own the water and sanitation infrastructure
10 / Creative Considerations
Consider tone, brand personality, colour schemes, clothing to be worn etc. / Use colors, images and text examples from the IDPP leaflet.
Outside cover – Use WaterGuard blue as background, depict drawn happy smiling family, give them a name.
Inside Cover – Build up an entertaining story of the family practicing good hygiene and sanitation, water treatment, proper water storage etc during their daily life. Use names such as John, Jane, Mr Banda, Mrs Banda. Use picture panels with speech bubbles.
Use picture panels showing hand washing with soap at critical times, after toilet use, before eating and food preparation, before feeding a child
Use picture panels showing proper water treatment, proper water storage
Use picture panels showing proper use of a latrine and its benefits(dignity and privacy) and improper use of a latrine and its effects on other pupils
Use images of vandalism of school property, including latrines and boreholes or taps, and negative effects this has on other students and community
Back Cover – Use WaterGuard blue as background, and logos as below
11 / Logos / Donor / PSI / Other
USAID / Y / GoM
12 / Technical/Program Specifications / Geographical placement / Countrywide
Other Languages? / Chichewa
Materials to be used / 150 gms art paper
Dimensions / A5
Pre-test required? BY WHEN? / TBD
DESIGN DEADLINE / June 20, 2007
PROCUREMENT DEADLINE / July 10 2007