Creative development​

For campaigns, the creative agency will take the lead on creative development. However, be aware of some key creative decisions that may be required. This section is an overview of some of the critical elements that are part of the creative development process. Your creative agency will further advise your team on recommendations for your campaign.

As well as your team and the creative agency, the CMT and CAC should be involved in the creative development process. The CAC will advise on strategic elements to ensure alignment with other programmes in the country. The CMT will have final approval for all campaign materials.

The creative development process may have different steps depending upon how and where your campaign is developed. The process steps are summarised below, listed in the order they are usually completed.

1. Creative concept: This is the ‘big idea’ that will be the foundation of the campaign to guide all of the campaign materials. However, it is not the same as a campaign message and it is not a final product for the campaign.
2. Campaign identity: This should give people an idea of what the campaign is about. The look and feel of the campaign, including colours, logos, typography or font and more. It also may include overarching guidelines around the types of people who will be shown in campaign images, clothing and more.
3. Campaign messages: These are clear statements that capture attention, create trust, capture the heads and hearts of audiences, and call on them to act. Your campaign may have multiple different messages that it will deliver across media channels, but all of the materials should be linked with a singular, unifying message.
4. Other creative assets: Once the creative concept, campaign identity and campaign messages have been completed, the other creative assets outlined in the communication strategy can be developed. These may include banners, flyers, television commercials, radio spots, community-based programming and more.

To ensure they are relevant and meaningful to the primary audience, the creative elements, including the creative concept, campaign identity, campaign messages and other creative assets, will all be included in the pre-testing process further described in the next section.