SFH Zambia Creative Brief

1 / Health Field / Reproductive Health
2 / Item / New checklist for SafePlan Family Planning Pills
3 / Background
3 to 4 sentences explaining need for campaign / SafePlan has been socially marketed since 1996 when it was launched and SFH currently contributes 16.1% to the total market for oral contraceptives. There are women who still do not know that SafePlan is a safe and effective method to space births resulting into a healthy, manageable and happy family. It also helps to reduce the risks of complications of pregnancy and labor due to very closely spaced pregnancies. There are certain medical conditions which do not allow women to take the combined oral contraceptive pills. The dispenser needs to screen the clients be users through observation, physical examination as well as history taking. This tool is a guide for the Nurses, CBDS, Pharmacists, Doctors and anyone who has been trained to dispense SafePlan as to what type of questions to ask as well as what to observe for. The old checklist has information which is outdated and hence the need to refresh it.
4 / Target Group
/ 1 / Target: Nurses, Doctors, Pharmacists
Age:
Income: Medium and high
Education: College
Where they live: Urban & peri-urban / 2 / Target: CBDS
Age:
Income: Low
Education: primary
Where they live: Urban and peri -urban
5 / Research
What do we know about our Target Group from our research? / §  Not all Providers are trained to screen and counsel women on Family Planning
6 / Behavioural Objective
What do we want people to do after they see this item? / After seeing this item,Providers will…
§  Be able to read and acquire knowledge on SafePlan
§  Be able to asses the clients for suitability to take SafePlan.
7 / Communication Objective:
What are the 1 or 2 key messages you want to give the target group? / §  SafePlan is a safe and effective method to space your family
§  SafePlan is a safe, high quality yet affordable product
8 / Positioning statement
Consider Target, Competition and Reason to Buy / “SafePlan ; a sure , safe and easily available method for rural and peri-urban women and men who want to space their children”
9 / Call to Action
For example: “Get yourself tested” / Use SafePlan for a healthy and happy family
10 / Creative Considerations
Consider tone, brand personality, colour schemes, clothing to be worn etc. / §  The Checklist should clearly exhibit the Organization Logo.
§  A combination of colors as on new packaging
§  The SafePlan pack should be included on face of the card
§  The font and graphics on the Card should reflect a product which is of high quality and of International export standard.
§  It should be laminated
11 / Logos / Donor / PSI / SFH / Other
SFH / MOH
12 / Technical/Program Specifications / Geographical placement / Zambia – All platforms
Other languages / English
Materials to be used / Laminated A 4 paper
Dimensions / 21.5cm x 30cm
Pre-test required? By when? / No
DESIGN DEADLINE / 15/08/05
PROCUREMENT DEADLINE / 15.09 05
13 / Processing / Name / Signature / Date
Prepared by: / Jully Chilambwe / 18/07/05
Endorsing Director:
Endorsed by Marketing Director: / Richard Harrison
Endorsed by Country Director: / Cynde Robinson