Etapa 6: personalize suas mensagens
Now that you have defined your target audience, behaviors, and activities, tailor your messages to fit your target audience’s needs. Key messages should:
- Address relevant benefits, concerns, and practices in your community.
- Be framed by cultural context.
- Convey a key promise or benefit for your target audience.
- Be actionable.
The Seven C’s of Effective Communication:
The Seven C’s of Effective Communication is a checklist to help you develop materials that will resonate with your community. These steps in tailoring your messaging will be essential for successful social and behavior change.
Seven C's | Description | Message Check |
Command Attention | Attract and hold the audience’s attention. Make it memorable. | Does the message stand out? |
Clarify the Message | Ensure the message is clear and easily understood. Less is more! | Is the message simple and direct? |
Communicate a Benefit | Stress the advantages of adopting the new behavior being promoted. | Is what benefit the audience receives if they take the action expressed clearly? |
Consistency Counts | Repeat the same message consistently to avoid confusion and enhance the impact of the message. | Are all messages consistent? Can the message be conveyed across different media? |
Create Trust | The credibility of the message is important. Without trust and credibility, the message will go unheeded. | Is the message credible? What source will make the message most credible? |
Cater to the Heart and the Head | People are swayed by both facts and emotions. Use both to maximize the persuasiveness of the message. | Does the message use emotion as well as logic and facts? |
Call to Action | Include a clear call to action. Tell the audience precisely what they should do. | Does the message clearly communicate what the audience should do? |
Learn more about the Seven C’s of Effective Communication on The Compass for Social and Behavior Change.
Creating Tailored Messaging for your Audience Example Table:
St. Ignacius Church
We would like husbands of pregnant women (your target audience) to prioritize early and often antenatal care attendance for their pregnant wife (action or behavior) in order to prevent malaria in pregnancy for a healthier baby and mother (how the audience will benefit).
What should the group you identified believe, think, or know in relation to the action/behavior you identified? (This is your “key promise.”)
As the Bible tells us in Ephesians, we are to love our wives. This means you are to love her by protecting her health and helping her live healthily, even through pregnancy. To do that, support your wife to go for antenatal care early and often. Help her assisting in arranging transportation, knowing when the antenatal care days are and talking to her about her antenatal visits both before and after. This will help you have a healthy wife and child.
What should they feel about the proposed behaviors/action? (This is your “support statement.”)
Husbands should feel that it is their duty and honor to support their pregnant wives to ensure a healthy pregnancy.
What should they do to immediately improve their (or their family’s) situation and wellbeing relative to malaria? (This makes your message actionable.)
Husbands should support their wives to attend antenatal care however they can. Husbands may assist in arranging transportation and childcare for their other children during antenatal care days, for example. Or, a husand could remind his wife when antenatal care days are at the health facility. Husbands should also remind their wives to ask for a dose of intermittent preventative treatment in pregnancy, the malaria prevention medicine for pregnant women administered during antenatal care visits.
How can you say this in a way that will resonate with the group you identified given your organization’s unique mission and reach?
In Ephesians, God commands, “Husbands, love your wives, just as Christ loved the church and gave himself up for her.” (Ephesians 5:25)
- Husbands are to love their wives by protecting their health and helping them live healthily, even through pregnancy.
- Men should support pregnant women in receiving antenatal care visits early and often to protect their health and their children’s health.
After you have worked through Creating Tailored Messaging for your Target Audience exercise above, the following Tailoring Your Message Worksheet can help you organize your messages.
Tailoring Your Message Worksheet:
St. Ignatius Church
Audience | Husbands of pregnant women |
Description | Many husbands, usually age 20-60 years old, attend St. Ignaius Church but their pregnant wives do not attend the local ANC services early and often. Husbands often come and ask for prayers for their wives sick with malaria. Some of their wives have lost babies in pregnancy due to malaria. |
Desired behaviors/practices (Selected malaria control and prevention behavior) | *All pregnant women should attend antenatal care visits early and often, starting as soon as they suspect they are pregnant. |
Actual behavior/practice | One meeting at the start of each malaria transmission season |
Priority behaviors for change | Husbands need to allocate money to ensure that the pregnant wives can attempt ANC early and often. |
Barriers/Constraints | There is a social norm against reporting early for ANC, both among peers and sometimes from health providers at the health facility itself. |
Key Constraint | Husbands’ mothers discourage them from sending their wives to ANC early and often because the older generation believed that reporting too early was a waste of time. His peers also do not send their wives for ANC early and often. |
Key Influencers | Peers, community leaders, mother in laws |
Key Promise (Main benefit for target audience associated with proposed behavior change) | We would like husbands of pregnant women to prioritize early and often ANC attendance for their pregnant wife in order to prevent malaria in pregnancy for a healthier baby and mother. |
Support Statement (Why the audience should believe the promise) | Women who attend ANC early and often more often have healthy births and babies who survive the first five years of life. ANC offers a range of preventative and curative services for pregnant women to help ensure a health pregnancy and a healthy mother. As the Bible tells us in Ephesians, we are told to love our wives. This means you are to love her by protecting her health, and helping her live healthily, even through pregnancy. To do that, ensure your wife goes for ANC early and often. Help her by budgeting transportation money, knowing when the ANC days are and talking to her about her ANC visits. This will help you have a healthy wife and child. |
Promise Statement | If your pregnant wife attends ANC early and often, she will receive malaria prevention medication and an ITN which will help her baby and herself to stay healthy during the pregnancy, which will help ensure a happy, healthy family. |
Key Messages | Ensure your wife goes for ANC early and often by budgeting transportation money, knowing when the ANC days are and talking to her about her ANC visits. |
Communication channels and activities | Sermons around Father’s Day with these messages. |
Em branco, adaptando sua planilha de mensagens: Palavra – (PT | FR | PT )
Folha de trabalho para adaptar sua mensagem em branco: PDF – (PT | FR | PT )
