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Framing Your Message
- 2. Session Map • SoulCity’s SBCC model • Message development process • Developing your message through a media vehicle - the case study • Ensuring most effective framing of message and maintaining consistency • Reflection
- 5. Identify topic (MMC) Monitoring Target Audience and (Primarily Evaluation men) Formative Implementation Research & Literature Review Message Pre-testing design
- 6. Television Booklets Discussion Tool Radio Posters Z-folds Business Social Social Media Advocacy Cards Mobilisation
- 7. • Content outline •Length • Language level, tone, register • Text features • Translation of difficult words
- 8. • Opportunity todraw audiences in (p 2&3) • Enhance understanding and support messaging (p3) • Any previous insight into TA preferences? • Need to resonate with other campaigns or see new page 21 elements of campaigns?
- 9. • Number ofdrafts – check each one against message brief and content outline to ensure consistency, send to core team. • Pre-test: with Target Audience and stakeholder team.
- 10. The cover pageshould include a picture of a woman since you remember in the first episode the woman said they should talk about it, as a mother and father of children, so if you exclude woman it can give an impression that MMC is only about men ... (25-35 years, mixed group; Gauteng Province) Soul City pre-test report; September 2011
- 11. Kwandebele they won’t acceptthis book because it discredit the good work done by Ndebele initiations schools. (25-35 mixed; GP) In Free State and Lesotho they won’t like this book because their culture is misrepresented by this book. (25-35 mixed; GP) Soul City pre-test report; September 2011
- 12. You will neverfind a woman talking to another woman about her man circumcision but it’s good for woman to begin talking about it with their partner, it would have been nice to see a couple talking about it rather woman to woman. (25-35 mixed; GP) Soul City pre-test report; September 2011
- 13. Apologies for thislate feedback. We needed to get our outreach team leaders to review and they have come back with some useful comments ( I hope J) I hope it’s not too late: …. On traditional circumcision: The booklet in some instances raises questions about irresponsible behaviours around traditional MC . Our staff felt that this may feel like an attack on TMC and needs to be tempered and qualified a little better. Page 20 : Block 3 raises questions around traditional MC that could be very controversial. We understand the need to highlight risks but we need to also comment that in well controlled safe traditional environments TMC can be safe and done with condom promotion. If we sound like all traditional MC is irresponsible and without condoms etc we put ourselves at risk of generalising negatively about TMC. THats all from us... Regards
- 14. • Distribute asper identified channels. • Monitor feedback Hi Jenny, it is so great to have been introduced to you by Sara. First of all, I would like to congratulate you and thank you for the job well done concerning the male circumcision booklet. My staff and I did read before passing it on clients and we loved it... So the idea which I have is to keep the client busy by reading the book while lying on the procedure bed ( of course for those who doesn’t mind reading) or even better in the recovery room after the procedure, in that case the nurse will be able to answer any question ask by the client after reading as the book cover most of the essential information needed. Really appreciate your help. Regards, • M&E
- 15. Hi Everybody, On behalfof the PEPFAR MC Team, below are data on PEPFAR-supported MCs from April-July 2012. The total for the four month period is 89,368. Congratulations! That is an incredible number of MCs. Data are also provided by province, district and partner. We plan to send this kind of information out on a regular basis. Let us know if you have any questions and feel free to share with others. Please email us directly with specific questions. Regards, PEPFAR MMC Team
Editor's Notes
- #4 Soul City’s Model of Social and Behaviour Change Soul City Institute is a health and development communication organisation, which aims to effect social and behaviour change. Change is not a simple or linear process that only affects individuals. Soul City sees behaviour as the product of interactions between components of a complex system, consisting of many sub-systems such as people’s cultural, economic and political realities. Change in one part of the system is related to change in a different part of the system through the process of feedback.  Soul City Institute’s model of social and behaviour change communication uses media, advocacy and social mobilisation to bring about social and behaviour change. Through these interventions Soul City Institute impacts on individuals, communities and the broader society. The intervention components aim to raise awareness, shift social norms and support healthy behaviour through facilitating and strengthening the key drivers of the process of change: dialogue and debate, action and reflections, social learning and efficacy.  The overarching goal of Soul City’s work is to enable people and communities to make healthy choices by creating supportive environments; building healthy public policy; reorientating services; facilitating community involvement and building personal skills – as outlined by the Ottawa Charter.