Creative Brief - DAGU Addis Promotional Materials                                               11/24/08
              /home/jmnet/public_html/static/files4/zips/11887_ccp_creative_brief_dagu_promo_materials.doc
                       Creative Brief Component                                               Content
              1.  Overall aim of the communication           To promote the DAGU Addis youth radio program among young 
                                                             people
              2.  Intended audiences                         Primary Audience: Young people aged 15 – 20 attending secondary 
                                                             schools in Addis Ababa
              (Whom do you want to reach, be specific in 
              terms of primary audience: the ones with the   Secondary Audience: Peers, Out of school youth aged 15 – 20 years
              health problem; and secondary audiences:       old, teachers (separate supportive materials for this group should be 
              the ones that positively or negatively affect  developed for distribution in schools later on.) see #14 below
              the health behaviors of the primary 
              audience)
              3.  Desired behaviors                             Make plans to listen to DAGU
                                                                Listen to DAGU on school mini media and the radio
              (What do you want the audiences to do after       Encourage peers to listen to DAGU
              they hear, watch, or experience this 
              communication?)
              4.  Reasons why the audience is currently         Not broadcast yet
                  not doing this? (Obstacles)                   The methodologies used to present issues related to young people
                                                                 and HIV/AIDS are usually boring. Thus, people might think this 
              (What beliefs, cultural practices, peer            is one of them.
              pressure, misinformation, etc. stand between      Young people may not have easy access to radios (may not own 
              your audience and the desired objectives?)         one, older people in family may monopolize access to the radio)
              5.  Key constraint to adopting behaviors          The methodologies used to present issues related to young people
                  above                                          and HIV/AIDS are usually boring. Thus people might think this is
                                                                 one of them.
              (Choose from the obstacles the one that is 
              providing the biggest barrier to adopting 
              behaviors above)
              6.  Communication objective by audience        After the promotion of DAGU, there will be an increase in the 
                  (addressing the key constraint)            proportion of in-school young people aged 15 – 20 in Addis who 
                                                             listen to and encourage their friends to listen to DAGU Addis.
              After the communication (or the project end)
              there will be an increase in the proportion of 
              ----- (primary audience) who
              7.  Positioning and Long Term identity         DAGU graphics/content, et al’s promotional positioning should be as
                  (brand)                                    a new, fun, interactive, exciting and inclusive radio program. This 
                                                             program is a radio program by young people for young people”
              (How will this be linked to an existing or 
              ARC umbrella campaign?)                        DAGU is part of a larger program that includes listenership 
                                                             discussion groups, a youth discussion guide, an audio journalism 
                                                             course, a mini media contest and a school essay contest. All of these 
                                                             materials will be hold the DAGU branding.
                                                             The promotional materials will be linked the 952 Talkline service via 
                                                             logo placement.
              8.  Strategic Approach                         The key media of the promotional materials will be mass media via 
                                                             promotion through mini media in schools and broadcasts on the radio
              (What combination of channels are chosen       and print materials posted and distributed at various locations. 
              to form a strategic approach to behavior 
              change? E.g., “The key medium will be          Ultimately, a key component of this project will be interpersonal 
              mass media backed with community               communication in the form of listenership discussion groups that will
              Creative Brief Template                           Page 1                                          7/1/2022
                                 
              Creative Brief - DAGU Addis Promotional Materials                                              11/24/08
              /home/jmnet/public_html/static/files4/zips/11887_ccp_creative_brief_dagu_promo_materials.doc
                       Creative Brief Component                                              Content
              mobilization and support material because      be conducted in schools. These discussions will help students further 
              radio reaches my target audience best but      explore the issues and messages from DAGU Addis in a mediated 
              needs to be followed by interpersonal          environment. However, listenership discussion groups will not be in 
              discussion at the community level and          effect until February 2009. Therefore, promotion of this aspect of 
              support materials as reminders.”)              DAGU LDGs should not be as prominent as the radio program itself. 
              9.  Key promise/benefit                        GET ACTUAL TEXT FROM FANNA
              (Select ONE single, subjective                 If you listen to DAGU Addis continuously, you will be able to hear 
              promise/benefit that the audience will         young people like you discuss, explore, and try to find solutions to 
              experience upon hearing, seeing, or reading    hot issues that concern you and your life. 
              the objectives you’ve set.) Use the following
              formula:
              If you do (communication objective) 
              ____________ you will (Key 
              promise)___________
              10. Support Statements/Reasons Why             Because…you will hear about these issues from your point of view
                                                             Because…you will hear about and be able to provide your own input 
              (Include the reasons why the key promise       about hot topics that affect your life and your relationships
              outweighs the key constraint and the reasons
              why what you are promising is beneficial. 
              These often become the key messages and 
              slogans.) Continue the sentence from above:
              Because…..
              11. Call to Action                             Keep an eye out for DAGU Addis coming soon to your school and 
                                                             tune into DAG Addis now on Sheger FM 100.2 every Sunday at 
              (What do you want people to do or where to     2:30p and Tuesday night at 7:30p starting December 12.
              go to use the new product? (E.g., for more 
              information, call the hotline at….)
              12. Key content                                Poster:
              (Give key content bullet points grouped in     DAGU Addis
              the order it should appear in the material)    Ye Mayewarra negar yellem “There’s nothing we won’t talk about”
                                                             What’s a healthy relationship? When is the right time to have sex? 
                                                             How do I talk to my boyfriend or girlfriend about these things? Is it 
                                                             ok for my brother to cook in the kitchen? What do I need to do if I 
                                                             want a job? What’s dating all about? How can I have a constructive 
                                                             conversation with my parents?
                                                             Want to hear about and discuss hot topics that affect you?
                                                             Tune in to DAGU Addis on Sheger FM 100.2!
                                                             Keep an ear out for DAGU Addis, coming soon to your school’s mini
                                                             media! (this should be added to the posters that are displayed in 
                                                             schools)
                                                             Let’s Talk!
                                                             Logos: PEPFAR, HHS, CDC/ETHS, CCP, ARC
                                                             Pamphlet (audience is launch attendees):
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              Creative Brief - DAGU Addis Promotional Materials                                              11/24/08
              /home/jmnet/public_html/static/files4/zips/11887_ccp_creative_brief_dagu_promo_materials.doc
                       Creative Brief Component                                              Content
                                                             Same as above, with more information about the program and 
                                                             project. Fanna to provide. Pamphlet to be 4 pages, A5 divided into 4 
                                                             pages.
                                                             Sticker:
                                                             DAGU Addis logo
                                                             (DAGU Addis
                                                             Ye Mayewarra negar yellem) “There’s nothing we won’t talk about”
                                                             Tune in to Sheger FM 100.2 on Sundays at 2:30p and Tuesdays at 
                                                             7:30p
                                                             Let’s Talk!
                                                             T-shirts:
                                                             DAGU Addis logo
                                                             (DAGU Addis
                                                             Ye Mayewarra negar yellem) “There’s nothing we won’t talk about”
                                                             Tune in to Sheger FM 100.2 on Sundays at 2:30p and Tuesdays at 
                                                             7:30p
                                                             Let’s Talk!
              13. Tone                                       Hip, entertaining, youth friendly, informative, informal, warm, down 
                                                             to earth
              (What feeling or personality should your 
              communication have? (E.g.,. Warm, funny, 
              surprising, innovative, traditional etc., or a 
              combination thereof)
              14. Activities                                 First batch of materials: 1 poster in schools, 1 poster displayed near
                                                             youth frequented areas, pamphlets for launch attendees, stickers 3*5, 
              (Give details on number and type of            banners, radio spots, T-shirts, roll out banner
              materials and activities that are planned to   Second batch of materials: plastic arm bands, pens, key chains; 
              reach your audience best)                      support materials for teachers, flyer for young people; kids flair for 
                                                             uniforms
                                                             Third batch of materials: notebooks, address books, billboards, 
                                                             book bags
                                                             Fourth batch of materials: text messaging
              15.      Openings                              Places:
                                                             DAGU Addis Launch
              (What opportunities, e.g., times and places    Youth friendly places: video beits, game houses, soccer fields, sports 
              exist for reaching the audiences? E.g.,        areas, youth clinics, youth friendly clinics, at in and out of school 
              market day, World AIDS day….)                  youth clubs; International Youth Day
                                                             Times:
                                                             School hours
                                                             After hours and weekends for out of school young people
              16.      Creative considerations               KEEP IN MIND THAT DAGU Addis IS PART OF A LARGER 
                                                             PROJECT. IT IS THE CENTERPIECE ACTIVITY FOR A 
              (Anything else the creative people need to     PROJECT THAT HAS AN INTERPERSONAL 
              know? Will it be in more than one language?    COMMUNICATION COMPONENT (LDGS) AND A CAPACITY 
              ETC.)                                          BUILDING COMPONENT (AUDIO JOUNALISM COURSES)
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