1 Health Area and Intervention(s)
2 Shared Vision
3 Background
(What is the cu
ent situation of “X” issue?)
4 Priority Audience
(Write a description of a representative auidence member and include a picture if possible)
A. Primary Audience B. Influencing Audience
Segment:
Age:
Income:
Education:
Where they live:
Marital status:
Other:
Segment:
Age:
Income:
Education:
Where they live:
Marital status:
Other:
5 Objectives
(What should the auidience think, feel and do?)
Think:
A.
B.
Feel that:
A.
B.
Do:
A.
B.
Creative Brief Template
6 Competitive Behaviors/ Ba
iers
7 Positioning Statement/ Key Promise (and supporting points)
If you choose to [desired action response], then you will benefit by [what is the single most appealing/im-
portant benefit the audience sees as a reward for undertaking the new behavior?}
Benefits
• [Benefit A]
• [Benefit B]
• [Benefit C]
Pre-test the above alternative benefits to see which one resonates best with the priority audience
Support Points:
(why should the audience belive the key promise?)
• [Testimonial]
• [Facts]
• [Comparisons]
• [Demonstrations]
8 Call to Action
(One specific action the audience can take after exposed to the message and/or materials)
9 Creative Considerations
Media Approach:
(which channels will be used and why)
Materials to be Developed:
(what materials, quantities, duration, other qualities and distribution points)
Creative Concept Outlines:
General Guidelines:
(on the tone, feel, issues to be sensitive about):
A.
B.
C.
10 Logos
Donor:
Key Partners:
Other:
11 Technical/Program Specifications
Geographic Placement:
Language:
Other: