Using CREATE to promote breast feeding in post-quake

Using CREATE! to promote breast feeding in 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: First day • Introduction : Participants introduced themselves and shared information on their 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 i the discussion, share their views and answer question 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

Using CREATE! as a tool: Second Day : Concept Check • Summary: Brief reminder on previous day input Respondents are enthusiastic to participate in the discussion, share their views and answer questions • 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 prefer messages that are most relevant to their situation but conveyed differently – new approach and witty.

Discussions

What we learned on: Creative communication direction Participants were given 5 alternatives creative approach for Breastfeeding and they preferred: • 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: Drafts of creative materials • 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”) • • “Mom…” 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

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