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Tools for Behavior Change Communication |
 
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| January 2008 Issue No. 16 |
The INFO Project • Johns Hopkins Bloomberg School of Public Health • Center for Communication Programs • 111 Market Place, Suite 310 • Baltimore, Maryland 21202, USA • 410-659-6300 • 410-659-6266 (fax) • www.infoforhealth.org • infoproject@jhuccp.org | |
CHECKLIST
Ensuring Good-Quality Materials
How to use this tool: This checklist can help program managers gauge whether audiences will understand, accept, and respond to proposed messages and materials. Many answers to the checklist questions come from pretesting messages and materials with audiences.
Are messages accurate?
Experts reviewed program messages to ensure they are scientifically accurate.
Are messages and materials consistent?
All messages in all materials and activities reinforce each other and follow the communication strategy.
All campaign elements have the same graphic identity: Print materials use the same or compatible colors, types of illustrations, and typefaces. All materials include the program’s logo or theme, if applicable.
Are messages clear?
Messages are simple and contain as few scientific and technical terms as possible.
Messages state explicitly the action that audiences should take.
Visual aids such as photographs reinforce messages to help the audience understand and remember the messages.
Are messages and materials relevant to the audience?
Messages state benefits of the recommended behavior that the audience will value. For example, psychological benefit (“you will feel more in control”), altruistic (“spacing pregnancies is healthier for your wife and children”), economic (“have just a few children, and you can educate them all”), or social (“condom users are cool”).
Presentation style of messages is appropriate to the audience’s preferences. For example, rational versus emotional approach, serious versus light tone.
Messages keep in mind regional differences, ranging from the language and dress of people portrayed in materials to the organization of health care delivery.
Messages and materials speak to the experience of the audience. New and unfamiliar information is related to something familiar to help the audience learn the new information more easily.
Messages suit the readiness of the audience to make a change.
Are communication channels credible?
The source of information is credible with the audience— for example, doctors or opinion leaders.
Celebrity spokespeople are carefully selected. Celebrities should be directly associated with the message and practice the desired health habit—for example, an athlete promotes exercise.
Are messages and materials appealing?
Messages stand out and draw the audience’s attention.
Materials are of high quality by local standards.
Mass media programming is both accurate and interesting.
Are messages and materials sensitive to gender differences?
Messages do not reinforce inequitable gender roles or stereotypes.
Messages and materials include positive role models.
Messages, materials, and activities are appropriate for the needs and circumstances of both women and men. In particular, they consider differences in workload, access to information and services, and mobility.
Sources: Kols 2007 (12), National Cancer Institute 2001 (13), Population Communication Services 2003 (16), and Younger et al. 2001 (27)
