This resource corresponds to Day 3.

The following checklist can help you develop and later evaluate the effectiveness of your message in a social marketing campaign.

The message:

Is appropriate to the audience (this requires research on the
audience and what they know and believe)

Is bolstered by formative research as to what type of message will
be effective and through what media

Is simple and breaks through the clutter

Eliminates jargon and uses language that anyone can understand

Can be adapted for translation into other languages if necessary

Tells a story or presents striking facts that will grasp an audience's
attention and make the message more concrete

Starts with what the audience knows and then differentiates their
perception from yours

Creates a win-win situation; makes clear to the audience the
benefit of changing behavior

Contains a catchy one-liner or image that people will readily
remember

Is reinforced through repetition within the message, through
multiple venues and over time

Is pilot-tested to ensure that the correct message is being
communicated and that it is not having undesirable effects