Creative concept

The creative agency will likely be tasked with developing a creative concept and campaign messages to become the foundation of your campaign. However, the creative concept and campaign messages are not the same thing.

The creative concept is the overarching idea that influences and inspires people to act. It should be memorable and appealing to the audience because it will be at the heart of the campaign materials across all the communication channels. For IYCF SBCC campaigns, it may be focused on giving the child the best chance in life, caring for the child, importance of family, storytelling in the community or something else that is meaningful to your target audience.

Creative concepts are not final products or campaign materials. Although important, they do not define the look and feel of the campaign, including colours, fonts, images or models. These elements are part of campaign branding and identity.