Creative Briefs and Working with Advertising Agencies 17 th February 2012 ACE Seminar Jen Orkis

So you want to develop a campaign…

A method to the madness Analyze Data Develop Creative Brief Select Agency Program Staff Program Staff, Partners Develop Creative Concepts Test Creative Concepts Develop Executions Agency Research Team Agency Pre-test Materials Stakeholder Review Produce Final Materials Research Team Program Staff, Partners, Agency Agency

What is a creative brief? Research CreativeCreative

What is a creative brief? The beginning of the creative process A road map to inform and inspire the creative team Informed by research, the communication strategy A “creative contract” agreed upon by all partners

Same same…but different Communication Strategy National or project level Comprehensive Longer-term Long! Creative Brief Campaign, activity or material level Specific deliverables Short-medium term One page!

Who should be involved in writing the creative brief? Everyone who will have a say in approving the creative –Program staff –MoH, HEU, NACP, TACAIDS, RCHS –USAID –Service delivery partners

What’s in a creative brief? Purpose Target Audience Communication Objectives Barriers Benefits Tone Channels

Creative Brief: Safe Motherhood Campaign

Purpose Develop a campaign to empower pregnant women and their partners to take the steps necessary for a healthy pregnancy and safe delivery Target AudiencePrimary: Pregnant women Secondary: Partners/spouses of pregnant women Birth supporters (aunties, mothers, in-laws, friends) Communication Objectives Increase the % of pregnant women who: Attend ANC within the first 16 weeks of pregnancy Attend ANC at least four times during pregnancy Test for HIV together with their partner Enroll in PMTCT services if HIV positive Receive 2 doses of SP for the prevention of malaria in pregnancy Sleep under a treated net every night Make a birth plan Deliver at a health facility with a skilled provider

BarriersCulture of secrecy around pregnancy Fear of the evil eye Belief that you should not interfere with God’s plan Unaware of need for birth plan, its benefits or components Believe they’ll be viewed as a coward if they deliver in a health facility, especially after the first child Do not see need to go to the clinic or take medication if not sick Fear the side effects of SP Low male involvement Distance to health facilities and associated costs of leaving home/work and/or using money for transport Benefits To have a healthy baby So the mother and baby survive For peace of mind, no worry To feel supported by others during pregnancy To be able to communicate with your partner about pregnancy Tone Empowering, emotional ChannelsTV spots, radio spots, press ads, outdoor TV and radio programs, song and jingle SMS Community outreach

Selecting an Agency Establish a proposal review committee Identify agencies Issue an RFP Hold a bidders conference Score submissions Invite short-listed agencies to pitch Adjust scores Final selection, notification and documentation *Optional

Components of a RFP Terms of the contract Technical proposal requirements –Capability statement –Proposed staff –Samples of previous work –Strategic thinking and technical approach –Initial creative ideas –Sample media plan and schedule –Proposed timeline

Components of a RFP Cost proposal requirements –Estimates for typical communication products –Budget justification Creative brief Deadline and instructions for submitting proposals

Things to Consider Staff size Current clients Number of years in existence Agency ownership and affiliation Agency billings Experience with health/social issues Agency resources –Creative, media, PR, research

Agency 1 Agency 2Agency 3Agency 5 Agency 6 Reviewer Reviewer Reviewer Reviewer Reviewer Average Scoring Matrix

Meet with the Finalists Meet proposed account staff Agencies give oral presentation of their proposed approach and creative ideas Clarify and discuss ideas Consider going to their offices Do them all in one day Adjust scores Selection, notification and documentation

What’s a concept? A big idea Based on a strategy/creative brief Embodied in headline, a tagline and a key visual Works for all messages, calls to action Will work on TV, radio, print Can continue to roll it out in different ways

What is a concept? May demonstrate different benefits –Beauty vs. good health May use different approaches –Celebrity endorsement vs. audience testimonials Could use different tone –Romantic vs. humor

Why do concepts? There is no one solution Not sure of the most appealing benefit Need to see how the campaign will work in multiple media Need to see how the creative ties the whole campaign together Testing concepts gives you a better chance of effectively reaching your audience

A concept is NOT… Different colors or fonts Different models Different informational messages Different calls to action Illustrations vs. photographs

Couples HIV Counseling and Testing Concepts

Couples HIV Counseling and Testing Executions

Malaria in Pregnancy Concepts

Safe Motherhood Executions

We’re not what they’re used to… Commercial Accounts Public Health Accounts Hire an agency to promote… A product or service An idea or behavior Have a budget that’s… HugeSmall Are approved by…Few peopleEveryone Are handled…In days/weeksIn months/years Measure results in the… Short-term (sales) Long-term (burden of disease)

Tips for working with ad agencies Identify a single contact person Hold regular meetings Document key decisions Come to a shared understanding about the review and approval process Go back to the creative brief Health ≠ boring!