Framing your message

a case study showing Medical Male Circumcision (MMC)

messaging in Soul City’s OneLove Campaign

Session Map

• Soul City’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

Session map

Audience Feedback: Campaigns that use SBCC

• Projects that use SBCC• Campaigns that use SBCC• Activty that uses SBCC• Campaigns that use SBCC

Message Development

Identify topic (MMC)

Target Audience

(Primarily men)

Formative Research & Literature

Review

Message designPre-testing

Implementation

Monitoring and

Evaluation

Getting the message out

Television

Radio

Booklets

BusinessCards

Z-foldsPosters

Discussion Tool

Social Media AdvocacySocial Mobilisation

Framing your message: booklet

• Content outline• Length• Language level,

tone, register• Text features• Translation of

difficult words

• Opportunity to draw audiences in (p 2&3)

• Enhance understanding and support messaging (p3)

• Any previous insight into TA preferences?

• Need to resonate with other campaigns or elements of campaigns?

Images

see new page 21

Manuscript Development

• Number of drafts – check each one against message brief and content outline to ensure consistency, send to core team.

• Pre-test: with Target Audience and stakeholder team.

Pre-test feedback

The cover page should 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

Kwandebele they won’t accept this 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

Pre-test feedback

Pre-test feedback

You will never find 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

Pre-test feedback

Apologies for this late 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

Distribution and feedback

• Distribute as per identified channels.• Monitor feedbackHi 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

Hi Everybody,

On behalf of 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

Impact