This document discusses how to develop effective messages to persuade audiences and promote behaviors. It explains that a message is meant to benefit the audience and encourage action, not just provide facts. An effective message should give facts to inform, make audiences believe and feel to inspire, and call the audience to a specific action. The document then provides examples of breaking down barriers to a behavior, identifying related benefits, and crafting calls to action and slogans to promote testing for STIs. Overall, the key to an impactful message is to inform, inspire and encourage the audience.

1. MESSAGE
DEVELOPMENT

2. WHAT IS A MESSAGE?
• Message ≠ facts or information
• Message = benefits
–What you say to persuade the
audience to take action

3. What is a GOOD message?
HEAD Give the facts
HEART Make them
believe / feel
 HANDS What to DO

4. How to develop messages …
EEE – Excellence in Entertainment Education

6. MESSAGE BUILDING
BEHAVIOUR
YOU WANT
MESSAGE

7. BARRIER – BENEFIT - MESSAGE
BARRIER: Belief that no one uses condoms
BENEFIT: don’t be left behind, be like the rest
• Lots of young people are already using
condoms – join them.
• The next time a girl asks about a condom,
don’t be the guy who doesn’t have one!
• AUDIENCE: teenagers

8. BARRIER – BENEFIT -- MESSAGE
BARRIER: Believe sex not as good with a condom
BENEFIT: more enjoyable sex
• Condoms don’t mess with sexual performance.
• When women feel safe they enjoy sex more.
• AUDIENCE: Over 20 years …

9. MESSAGE BUILDING BLOCKS
• If you do (behavioral objective)
• You will benefit by
• Because
• Call to action:
• Link to services:
• SLOGAN

10. • Behaviour: If you test for STIs …
• Benefit: You can have kids with the man you love
• Because: Testing for STIs makes sure your baby-
making parts are healthy.
• Call to Action: Get tested at xxx.
• Slogan: Do the STI test. It’s Free, Easy & Secret.

12. BENEFITS USED TO SELL PRODUCTS
• Its new! Get it now! Don’t miss out! – its exciting
• It will make you attractive, better, stronger, respected,
liked/popular
• It will make people you care about happy
• Money (its free; its cheap; its value for money)
• Convenience (its easy)

13. What’s the benefit?

14. What’s the benefit?

15. What’s the
benefit?

17. BENEFITS
• IF YOU USE A CONDOM EVERYTIME YOU WILL:
• Be a real man who protects those he cares about
• Enjoy sex more because you both know you are safe
• Save money because having a baby costs money
• Be smart coz you know the risks are real
• Be a “grown up” – be responsible
• Have self respect & dignity
• Feel more independent & free
• Be a leader in the pack
• Be your own person (not follow the rest)

19. IF YOU TEST FOR STI:
• You can be cured (or treated)
• You can protect others
• You can have children with the woman / man
you love when you are ready
• Avoid painful health problems

20. IF YOU TEST FOR STI:
• Plan your lives together on a “clean slate”
• Take control of your life & your future
• Stop using condoms coz both tested
• It’s easy, fast, free & confidential

23. GREAT MESSAGES
INFORM
INSPIRE
ENCOURAGE

24. CONTACT
Nicol Cave
Team Leader: Strategic Health Communication
Secretariat of the Pacific Community
nicolc@spc.int