PSI Malawi Creative Brief
1 / Health Field / Diarrhea Prevention2 / Item / Integrated Diarrhea Prevention leaflet
3 / Background
3 to 4 sentences explaining need for campaign / PSI/M would like to produce a leaflet (separate from the MCK leaflet, but with similar messages) that will explain with illustrations the three approaches to integrated diarrhea prevention and treatment of dehydration caused by diarrhea
1. Correct and consistent point of use (POU)water treatment using WaterGuard Liquid and WaterGuard Wa Ufa
2. Using Thanzi ORS as part of standard case management
3. Good hygiene and sanitation
These leaflets will be distributed to the retail shops, public and private clinics and pharmacies throughout the country.
4 / Target Group
/ 1 / Urban, semi-urban and rural mothers and caregivers of children under five / 2
3
5 / Research
What do we know about our Target Group from our research? / 1. Perceive that all the three products are not available in retail shops
2. Have low self efficacy for early and at home administration of Thanzi ORS, correct and consistent use of the WaterGuard Liquid and WaterGuard Wa Ufa
3. Cannot easily differentiate between WaterGuard Liquid and WaterGuard Wa Ufa
4. Have low outcome expectations for good hygiene and sanitation
6 / Behavioural Objective
What do we want people to do after they see this item? / Practice a integrated diarrhea prevention approach among mothers and caregivers of children under five years old
7 / Communication Objective:
What are the 1 or 2 key messages you want to give the target group? / Promote correct and consistent use of POU water treatment, early and at home administration of Thanzi ORS and practice good hygiene and sanitation
8 / Positioning statement
Consider Target, Competition and Reason to Buy / To loving and caring mothers and caregivers of children under five years of age, an integrated approach is the best way to prevent diarrhea and treat dehydration cause by diarrhea among under five children
9 / Call to Action
For example: “Buy Chishango condoms!” / Use an integrated approach to prevent diarrhea and treat dehydration caused by diarrhea among under five children
10 / Creative Considerations
Consider tone, brand personality, colour schemes, clothing to be worn etc. / The leaflet shall be of A4 size folded two times (similar to the MCK leaflet), use Thanzi ORS and WaterGuard Liquid blue colors
Front
Following text should appears:-
PSI/Malawi is a non- profit organization dedicated to improving and sustaining the health of all Malawians. It has four main health interventions; HIV/AIDS prevention, malaria prevention, diarrheal disease prevention and treatment of dehydration caused by diarrhea.
The goal of the Child Survival Program at PSI/Malawi is to improve and sustain the health of all under five children in Malawi in relation to diarrheal diseases. There are three main areas of focus and these are:
1. Diarrhea prevention
2. Treatment of diarrhea caused by dehydration
3. Promotion of good hygiene and sanitation practices
Under this text, show pictures of Thanzi ORS, WaterGuard Liquid and WaterGuard Wa Ufa (take from the attached brochure) with short descriptions as shown in Chichewa.
Inside Front, Inside Back, Back
Following points 1 – 4 need to be depicted using illustrations from the MCK leaflet and the following text.
1.Correct and consistent POU water treatment (use same illustrations from panel 3 of the MCK leaflet, but include a sachet of WaterGuard Wa Ufa in the lower picture). Insert following text, which is the same as third draft MCK leaflet:
· Tetezani madzi anu pothira WaterGuard tsiku lili lonse chaka chonse kuti muphe tizilombo toyambitsa matenda wotsegula m’mimba.
· Thirani tizivindikiro tiwiri ta WaterGuard mu ndowa imodzi yodzadza ndi madzi koma ngati madzi anu mwatunga ku mtsinje kapena ku chitsime thirani tizivindikiro tinayi. Chonde tsatirani malangizo omwe alembedwa pa botolo
Add this is new bullet: If you draw water from particularly dirty sources, please use WaterGuard Wa Ufa every day all year round. This product kills the germs that cause diarrheal disease AND clears your water.
2. Water Storage (use illustration from panel 1 of the MCK leaflet) – Always store you treated water in a container with a tight fitting lid. Always use one cup for drawing treated water and a separate cup for drinking treated water.
3. Good hygiene and sanitation (use illustrations from panel 2 of the MCK leaflet): This is similar to the text found in the MCK leaflet, but a bit different so please check carefully: Always use the soap for hand washing at all critical times. For example, after using the latrine and before handling food.
Good sanitary environment of a household
Use Thanzi ORS (use same illustrations from panel 4 of the MCK leaflet: Insert following text, which is the same as third draft MCK leaflet:
· Gulani ndi kusunga Thanzi ORS m’nyumba mwanu nthawi zonse ndipo mwetsani mwana wanu akangoyamba kutsegula m’mimba kuti mubwezeretse mphamvu m’thupi
· Thirani madzi wotetezedwa kale ndi WaterGuard pogwiritsa ntchito botolo la Fanta kapena Coca-cola ndipo sungunulani mankhwala onse a m’paketi m’madzimo
· M’mwetseni mwana wanu Thanzi ORS pang’ono pang’ono pafupi pafupi
· Onetsetsani kuti ziwiya zomwe mukugwiritsa ntchito ndi zotsuka bwino ndipo kumbukirani kusamba m’manja ndi sopo musanayambe kum’mwetsa mwana wanu
· Pitilizani kuyamwitsa mwana wanu mwamasiku onse ngati ali woyamwa
Emphasis throughout the leaflet somehow that all these products are available in all retail shops at affordable prices. Perhaps star burst on front cover and throughout leaflet?? / 1. A female presenter.
2. Should be well conversant with diarrhoea disease, its causes and prevention methods
3. Knowledge about POU treatment products
4. Standard Case Management using Thanzi ORS/ORT
5. Good Hygiene practices (hand washing at critical times) and good water storage
6. Good sanitation
7. Run a competition and give out some prizes (question and answer time to the audience)
8.
11 / Logos / Donor / PSI / Other
USAID, / Yes / Fresh Water Project, WaterAid, Blantyre Synod, UNICEF (we will provide these later)
12 / Technical/Program Specifications / Geographical placement / National
Other Languages? / Chichewa
Materials to be used / A4
Dimensions
Pre-test required? BY WHEN? / Y
DESIGN DEADLINE / February 20, 2007
PROCUREMENT DEADLINE / March 10, 2007