Using CREATE!to promote breast feedingin post-quake Yogyakarta

Using CREATE!to promote breast feedingin post-quake Yogyakarta

UNICEF guidelines for programme communications in an emergency:

“You may be required to assist with urgent messages to the community. Time is of the essence. A TV message can be made with a local TV cameraman in 20 minutes. A radio message can be made even more rapidly. Don’t print posters if you don’t have time – use a photocopier. Hire local craftsmen to paint messages on walls. What is important is to define your messages with your programme colleagues.”

What is CREATE!:

CREATE! is a communication-based tool that supports behavior-change interventions during emergency and post-emergency situations

What CREATE! involves:

Using readily available designs and adjusting them to suit local situations and conditions.

What CREATE! aims to do:

CREATE! aims to expedite crucial behavior-change intervention processes that are applied as a follow up to emergency relief efforts

Using CREATE! as a tool:• Introduction :

Participants introduced themselves and shared information ontheir daily activities, number of children, media habit

• General Knowledge : Baby care, baby routine, baby food (mapping: age & intake)

• Breast Feeding:Knowledge / source of information / habit, rank the benefit of breastfeeding, compared breastfeeding and formula milk.

• In emergency situation:What help they get, what diseases threatened their babies and what causes it, what changes occur in caring their baby, what is important set of priority

• Concept Development:Information that need to be conveyed, how it is best conveyed, what is the best visual to support the message and that is appealing, the language used, the talent used

• Summary

Respondents are enthusiastic to participate in the discussion, share their views and answer questions

Respondents are very knowledgeable on the benefit of breast feeding

Though, respondents only give exclusive breast feeding up to 3 months

Respondent are uncomfortable when asked to write and draw.They prefer giving verbal direction and input rather than hands-on

First day

Second Day : Concept Check

• Summary:Brief reminder on previous day input

• Concept Check:Show alternative concepts and ask their understanding of the overall message, the relevance, the appeal, the language used, the visual, the headline, the body copy and the rank.

Respondents are enthusiastic to participate in the discussion, share their views and answer questions

Using CREATE! as a tool:

Respondents prefer messages that are most relevant to their situation but conveyed differently – new approach and witty.

Discussions

Discussions

Creative communication direction

• The unconventional approach• Wittiness, straight to the point messages and

more “urbane” images• they felt that a mother breastfeeding her baby

image is “common”

What we learned on:

Participants were given 5 alternatives creative approach for Breastfeeding and they preferred:

Drafts of creative materials

What we learned on:

• Participants were asked to give score for the layout that they like best

•3 stood out because these materials are perceived to be different from what they are used to see

Concept # 1 – ASI THOK (Breastmilik only)• Understanding of the message:

– “don’t drink bottled milk”– “Breastmilk is better than formula anyday”

• Participants finds this layout appealing and motivate them to want to read the information

• Copy: – Initially, the headline reads:– “No matter how good the factories make

them, manmade is always better”– They preferred:– No matter how good the factories make

them, breastmilk will always be better”

• Post Earthquake Issue:– This layout has a longer life because it is

not tied down to the quake issue• Score: 8/10

Concept # 2 - Sapi & Anak (“Cow & baby”)

• Participants Response:– Funny– Image is attention grabbing– Baby’s face should be seen– They want more bullet point in the copy,

bigger headline• Participants perception and knowledge

about the layout:– They understand that the visual is

symbolic of mother & child bonding and only breastfeeding can do this, not other.

– Text:“Breastmilk is best for babies.It’s free, you don’t need to pay for it.”

• Score: 8/10

“Mom…”

Concept # 3 - Botol Duit (“bottled money”)

• Participants Response:– Funny– Attention grabbing– Appealing image– Relevant to their current situation

(post earthquake) where money is difficult to get and they need to save every penny.

– Text:“In this difficult time, you have got to be

smart. Why would you spend on expensive items?”

Breastmilk, a smart choice for mothers”

– The message is about formula milk is expensive, while breast feeding is free & nutritious. It’s a smart choice for mothers.

Score: 10/10

# 4 – Bayi & Kuman (“Babies & Germs”)

• Participants Response:– The layout are ordinary compared to

the previous layouts, although the germs gives a different touch.

– They understood the message that they have to take care of their babies even more in times of emergency by ASI as the solution.

– They like the body copy in bullet points, because it is easy to read and easy to understand

– IMAGE: they don’t like the image of the baby, because it looks unhealthy, not cute enough, etc.

– Text:“In this difficult time, protect your

babies from diseases.Keep giving breastmilk”

– Score: 7.5/10

# 5 – Mom & Superbaby

• Participants Response:– Although they liked the

copy, however overall look is very ordinary, except for superbaby.

– The overall layout is similar with other posters placed in health centers.

Score: 7/10

SUMMARY

• Participants likes the first 3 concepts.• They feel that they are complementary

to one another and they best communicate different issues that are relevant to them.

• Font for Headline should be bigger• Body Copy in Bullet Point