PSI MalawiCreative Brief
1 / Health Field / Malaria Prevention2 / Item / Branded Retreatment Poster(design only)
3 / Background / Since 2002 PSI/Malawi has been implementing in partnership with Malawi government’s MOH and UNICEF a targeted strategy to promote and deliver Insecticide Treated mosquito Nets (ITNs) to pregnant women and children less than five years of age. The targeted delivery strategy utilizes antenatal clinics to reach these vulnerable groups effectively and efficiently. To date, PSI/Malawi and the MOH have successfully sold over 3 million ITNs, with more than 75% of them being targeted to pregnant women and mothers of children under the age of five years via antenatal clinics.
In 2003, the MOH launched the annual free mass re-treatment campaign. 61% of nets were retreated in 2003 and 2004 respectively compared with 7% in 2002.
4 / Target Group / 1 / Low socio-economic segments of Malawi’s population who can not afford pay for a net.
Income : low
Education:low tomiddle
Where they live : In rural / 2 / Pregnant women and caregivers of children under the age of five.
5 / Research / Malaria is the most serious health problem facing Malawi.
- People are generally aware of and concerned about malaria. They know how its caused.
- BUT, people are not retreating often enough and especially not just before the rainy season
6 / Behavioural Objective / With this campaign, people will be motivated to retreat their nets one time each and every 12 months and especially just before the onset of the rainy season
7 / Communication Objective: /
- Retreat your net every 12 months (or after 2 washes) and especially just prior to the onset of the rainy season
- Retreating your net and preventing malaria is cheaper than treatment
8 / Positioning statement / This campaign will position M’brezera as brand of choice for rural woman and caregivers of children under 5 who want to treat their net to give it to the extra power to prevent malaria for them and their families
9 / Call to Action / ‘Retreating your net at least once a year protects you and your family from mosquitoes and malaria while sleeping.
10 / Creative Considerations /
- The campaign should be appealing to the target segments.
- Suggestion: The campaign should convey the habituality and regularity associated with retreating a net. Use images of activities rural women do every year – preferably in October- (celebrate birthdays, plant maize etc) with question ;’do you do this every year?’ then an image of woman retreating a net under a tree with the words ‘You must do this every year too to prevent malaria for you and your family, especially just before the onset of the rainy season. Use M’Bwezera Chitetezo Retreatment every time you retreat.
- Economic benefits of prevention malaria should be also be included targeted at the heads of household.
11 / Logos / Donor / PSI / Other
UNICEF / Yes / MOH
12 / Technical/Program Specifications / Geographical placement / Rural, but especially low coverage areas
Other Languages? / Chichewa only
Materials to be used / Poster
Dimensions / A2
Pre-test required? BY WHEN? / Yes
DESIGN DEADLINE / 13th October 2005
PROCUREMENT DEADLINE / 27st October 2005
13 / Processing / Name / Signature / Date
Prepared by / Charles Yuma
Endorsing director / Jones Katangwe
Received by Communications / Andrew Miller
Country Director / John Justino
Client Comments – Third Round
Left Hand Picture
No change
Right Hand Picture
Delete ‘Timanyika with ‘Tiyeneranso Kunyika’ NETI etc etc.
We choose image of the woman retreating the net looking up.
Shoot real rural yard scene, not superimposed
Expand both pictures to fill empty space
Move M.C. packet to below right hand pic.