During the strategy design workshop, participants can brainstorm a few overarching themes for the campaign. These are themes that cut across all health areas that will be addressed through the program. Alternatively, you can contract an advertising agency to come up with ideas for the overarching campaign signature.
Creative concepts will need testing with intended audiences and gatekeepers – such as Ministry of Health representatives, health workers and local leaders – to determine whether any of them convey the intended impression. In some cases, campaign organizers pretest only one theme that they really like to gauge audience reactions; in other cases, they pretest a few alternative concepts and ask the audience to select the best one.
How to Develop a Creative Concept
The Health COMpass has a how-to guide on developing a creative concept.
How to Test Creative Concepts
The Health COMpass also has a how-to guide on testing creative concepts.
This step should begin even as you develop the introductory materials, so focused messaging can be integrated simultaneously or shortly after the campaign begins.
Sample Creative Concept Test Report
The Qualitative Formative Research on “Wellness” for the Uganda Good Life campaign is a sample creative concept test report.