Other creative assets

The campaign message(s) will be used to develop the behaviour-specific campaign visuals and activities outlined in the communication strategy. For most campaigns, key images and simple text will be used to deliver visual messaging. Radio, video and community-based programming will be used to deliver messages via dialogue, song, storytelling and jingles.

The creative agency will plan the communication products for each campaign activity including text, lyrics, images, storyboards and more. For activities where a creative agency may collaborate with a video production agency or theatre group, for example, the agency will create descriptions for clothing, sound effects and other elements needed to bring the activities to life.

Once drafts of messaging, text, lyrics, storyboards and other campaign assets are complete, they should undergo a technical review by the programme team, CAC and CMT. These experts can validate the technical aspects of the products and review alignment with local policies and priorities, programmes and recommendations. These groups will also be able to share their insights and opinions about whether the messaging and products will resonate with the target audience(s) in advance of pre-testing.

Finally, before pre-testing can be planned, campaign visuals, messages and other materials should be translated into the primary campaign language to ensure pre-testing participants can read and understand them.