Pretest Report

Three creative concepts were developed and tested with six focus groups composed of mothers and fathers from low-income communities. Each campaign focused on improving behaviours related to exclusive breastfeeding until six months and feeding children aged 6-23 months a balanced diet. The purpose of the testing was to identify which of the campaign concepts are more understandable, unique, relevant, believable, appealing, to the target audiences. Which is more emotionally engaging to them, and which is more likely to motivate action.

The report from the communications pre-test can be downloaded here.