The Saturation+ Handbook: How to Design and Run Mass Media Campaigns

"Intensity is key to any commercial advertising strategy, and yet it has been an underrated element of public health campaigning. Evidence suggests that achieving high exposure to messages is correlated with impact on behaviors..."

This tool elaborates the Saturation+ approach, which is designed for use by organisations that are delivering mass media behaviour change campaigns. While Development Media International (DMI)'s mass media campaigns focus on child survival, and the handbook was written with this subject in mind, the principles described are meant to be applicable to campaigns addressing other health and non-health subjects.

In brief (see Related Summaries, below), the Saturation+ approach is a set of core transferable principles, grouped under the 3 main categories of saturation, science, and stories. "The handbook is in three chapters that focus on the Saturation+ methodology. If you only want the headlines, we've written a short, more practical Step-by-step guide (see page 3). If - on the other hand - you want extra information on the evidence that supports our approach, we've put that in Annex 2 (page 26). Elsewhere in the Annexes, we've included some examples of our message briefs, scripts for radio spots and modules for long format programming. In particular, we recommend that you read our chapter on 'What went wrong' (page 26) and learn from our mistakes!"

In this toolkit, DMI explores, for example, the process involved in creating partnerships with radio and television networks. "The stations accept our technical and creative support in lieu of airtime. Whilst we contribute to production costs, our experience has shown that building a strong relationship with stations is a more effective method of ensuring that the spots are broadcast daily at the desired intensity. This partnership brings real benefits to both parties. DMI works closely with the partner broadcasters to ensure that they have tools they need to create great radio, captivate audiences and to stay on air. This can involve the provision of training for staff and volunteers; technical support to ensure that equipment is functioning; and building capacity of the station. The partnership is really important for long format programming."

Contents:

"Introduction

I. About > Using this handbook
II. Planning > How to plan a media campaign

Saturation

01. Analysis > Analyse target audience media habits and preference
02. Networks > Work with media networks that reach the largest possible proportion of the target audience
03. Partnerships > Develop broadcast partnerships and procure airtime
04. Formats > Devise radio and TV formats that can be produced quickly enough to enable frequent broadcasts
05. Broadcasting > Broadcast messages several times a day for a sustained period
06. Monitoring > Identify local partners who can monitor the broadcast of spots

Science

07. Indicators > Identify which health indicators need improving
08. Messages > Select health messages that will have the maximum impact
09. Issues > Consider messaging on multiple behaviours
10. Scheduling > Develop message calendar that weights the importance of each message on local health indicators
11. Research > Carry out qualitative research to understand your target audience and barriers to change
12. Sharing > Write one page message briefs
13. Pre-testing > Pre-test scripts with target audience
14. Feedback > Carry out post-broadcast monitoring of audience perception, understanding and behaviours
15. Evaluation > Develop evaluation methodology

Stories

16. Talent > Recruit talented local scriptwriters via active search
17. Editorial > Establish an editorial control process that ensures quality while allowing space for creativity
18. Briefing > Ensure the creative team has read the one-page message brief
19. Content > Create content that attracts audiences and changes behaviours
20. Drama > Embed messages at the moment of greatest emotional drama

Operations

21. Setup > Plan and implement the project set-up phase
22. Recruitment > Recruit and train a great team for project implementation
23. Logistics > National legislation, security, safety and project logistics

Annexes

A. Lessons > What went wrong: stories from the field
B. Evidence > The evidence base for mass media and behaviour change
C. Randomisation > DMI's RCT [randomised controlled trial] in Burkina Faso
D. Message briefs > Examples of message briefs for Burkina Faso
E. Scripts > Examples of spot scripts for Burkina Faso
F. Storylines > Examples of storylines for modules for Burkina Faso
G. Spots > Radio spots produced by DMI
H. Films > Films about DMI
I. Job descriptions > Examples of job descriptions
J. Resources > Useful links"

Click here for the handbook in PDF format.