preparing a radio spot or poster - world health · pdf fileproduction of the radio spot ......

Preparing a Radio SpotOr Poster

The Different StagesCollection of informationPlanning:- What are main issues/problems to focus on?- Who is your target audience?- What should the target audience do to resolve the problem and why?Production of the radio spot- Editing and recording

The Different Stages

• Pre-testing (The trial)

•Action (Dissemination/broadcasting)

•Assessing Impact of message

Characteristics of a Good Radio Spot

Addresses a particular problem encountered by the public

Example: For children with diarrhoea, give the infant a solution of salt, sugar and water. The solution of salt+sugar+ water will replace the fluids a child loses during the diarrhoea and strength.

The spot doesn’t have to contain only one message but should address one issue only. Max of 5 key messages.

The message should be repeated several times within the radio spot

The spot should be brief and to the point.

Drafting the Script

Address the issue directly and simply instead of waffling: - e.g. In fact, I noticed that my child may be

experiencing diarrhoea. Rather make the scenario/message short and direct:

- Example:My child has diarrhoea.Avoid unnecessary detailsHave a small number of actors/speakers

When scripting, use positive or active words and verbs instead of negatives (I.e. DO this not DON’T do this)- e.g. Please send us your reports!- Not: Doctors do not report enough.

Use simple and easily understood languageScrip in short, simple phrases.Do not use fragmented or long sentencesReassure, encourage or comfort the audienceRepeat your key messagesMake appropriate use of music and sound effects.

Form/Structure of the Radio Spot

Use different techniques available: - proverbs, announcements, reciting,

dialogue, riddles, testimonies, song, statements

Format could be monologue/duologue

Elements of an Effective SpotTell the audience exactly what to do to solve the problemGive audience encouragement and confidence to sort problem.Use words and expressions audience is familiar withReward audience for having listened to the message/advice (e.g. how will they benefit)Use personalities and voices people have confidence inRepeat key message/s several times!

What patient actions/behaviour contribute towards ADRs and other drug-related problems?

Key Messages: Radio Spot / Poster

Problem: Untreated Malaria is a serious disease and can kill Medicines, if not used properly can cause problems with your healthSolution: Encourage patients to:

Go to the clinic if they are felling ill Know what medicines they are takingTake medicines as directed and complete the courseReport any problems they may experience to the clinic.

Benefit: If you treat the malaria properly– it will save you or your child’s lifeIf you use medicines properly, your medicines will be safer

SCRIPTTitle of the Radio Spot :

Target :

SourceText Duration

MusicVoice 1Voice 2Voice1Music

…….Killing me softly….…………………………..………………………………..……………………………..……….. I will survive……..

3’’8’’8’’8’’3’’

Total 30’’

Designing Effective Printed Educational Materials

Principles of Persuasive Printed Materials

1. Understand the reasons for prescribing or patient choice

2. Be oriented toward decisions and actions3. Emphasize a few key messages4. Capture attention with headlines5. Use visually appealing illustrations6. Use brief and simple text7. Repeat important messages8. Have respected sponsors9. Involve users

Poster: Key Messages

Problem: ADRs harm patientsSolution: Health professionals have a role to play in preventing, detecting, managing and reporting ADRsWhat to report:How to report:Benefit: Reporting ADRs prevents it from occurring in others

Designing Effective Printed Educational Materials: Objectives

Identify the principles of effective and persuasive educational materialsEvaluate the feasibility and potential impact of existing educational materialsDesign simple but effective educational materials targeting specific drug use problems

1. Understand the Reasons for Prescribing

Understand motivations for incorrect prescribing or consumer use BEFORE designing educational materials

Use qualitative techniques to discover these motivations

2. Be Oriented toward Decisions and Actions

Interventions are designed to change behavior, not to increase knowledge

Orientation to decision and action is critical

Emphasis on what prescribers or patients SHOULD DO or SHOULD NOT DO for particular health problems

4. Capture Attention with Headlines

Capture the interest of the reader

Make the reader want to read the rest of the text

Use a large, attractive font

5. Use Visually Appealing Illustrations

Awaken interest

Tell a story

Show behavior to be promoted or stopped

6. Use Brief and Simple Text

Text should be easy to understand

Pilot test!

Must be culturally acceptable

Avoid scientific terms

7. Repetition

Foundation of advertising and communication

Increases memory and learning !

Include key message in headline, content, and conclusion

8. CredibilityRespected sponsors increase credibility

Readers understand where the material comes from

Logos also increase credibility

Refer to valid scientific evidence

9. Relevance and Involvement

Produce materials relevant to the userInvolve local expertsInvestigate what prescibers want information aboutCollaboration leads to wide-scale dissemination

Tips for Effective Printed Educational Materials (1)Always pre-test materials

Simplify illustrations

Use clues (clothing, activities) that the audience can relate to

Draw people as they are

Keep to scale and context

Tips for Effective Printed Educational

Materials (2)Check your colorsBe careful with symbolsGive a positive message if possibleMake sure people can see the pointLimit the number of concepts