[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-seo-242930-105":3,"detail-sidebar-cat-1-en-105":81,"doc-detail-242930-en":127},{"code":4,"msg":5,"data":6},0,"ok",{"site_id":7,"language":8,"slug":9,"title":10,"keywords":11,"description":12,"schema_data":13,"social_meta":74,"head_meta":76,"extra_data":78,"updated_unix":80},105,"en","developing-a-creative-brief-september-2012","Developing a Creative Brief - September 2012","","A creative brief guides the development of SBCC materials and activities, especially for audiences with lower literacy. It clarifies design-concept essentials and content details, including the intended audience, desired behavior changes, barriers to change, and supporting factors that enable those changes. The brief also defines communication objectives, key messages and content, and the appropriate tone to align writers, designers, and producers around a shared strategy.",{"@graph":14,"@context":73},[15,34,56],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/template/","Template",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/template/presentations/","Presentations",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/template/developing-a-creative-brief-september-2012/242930/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/developing-a-creative-brief-september-2012/242930.png","ImageObject",442,249,{"name":42,"@type":43},"Emma Wilson","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-10-19","2026-09-12",true,{"@type":52,"interactionType":53,"userInteractionCount":55},"InteractionCounter",{"@type":54},"ViewAction",13,{"@type":57,"mainEntity":58},"FAQPage",[59,65,69],{"name":60,"@type":61,"acceptedAnswer":62},"What is a creative brief used for in SBCC work?","Question",{"text":63,"@type":64},"It provides crucial design and content details to guide the development of SBCC materials or activities, helping keep efforts aligned with original communication objectives.","Answer",{"name":66,"@type":61,"acceptedAnswer":67},"Which elements should a creative brief include?",{"text":68,"@type":64},"It should cover the intended audience, desired changes, barriers to change, what helps facilitate change, communication objectives, messages, key content, and tone.",{"name":70,"@type":61,"acceptedAnswer":71},"How is a creative brief developed in practice?",{"text":72,"@type":64},"The practitioner reviews the overall goal, audience, and communication objectives with key program staff, completes the creative brief template across five areas, and shares a draft with the whole team and stakeholders to build consensus.","https://schema.org",{"og:url":32,"og:type":75,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":77,"canonical":32},"index,follow",{"doc_id":79,"site_id":7},242930,1791513765,{"code":4,"msg":82,"data":83},"success",[84,88,93,98,103,108,113,118,123],{"id":85,"doc_module":22,"doc_module_name":25,"category_name":29,"show_sort_weight":86,"slug":87},11,90,"presentations",{"id":89,"doc_module":22,"doc_module_name":25,"category_name":90,"show_sort_weight":91,"slug":92},12,"Resumes",80,"resumes",{"id":94,"doc_module":22,"doc_module_name":25,"category_name":95,"show_sort_weight":96,"slug":97},14,"Invoices",70,"invoices",{"id":99,"doc_module":22,"doc_module_name":25,"category_name":100,"show_sort_weight":101,"slug":102},15,"Posters",60,"posters",{"id":104,"doc_module":22,"doc_module_name":25,"category_name":105,"show_sort_weight":106,"slug":107},16,"Social Media",50,"social-media",{"id":109,"doc_module":22,"doc_module_name":25,"category_name":110,"show_sort_weight":111,"slug":112},17,"Forms",40,"forms",{"id":114,"doc_module":22,"doc_module_name":25,"category_name":115,"show_sort_weight":116,"slug":117},18,"Letters",30,"letters",{"id":119,"doc_module":22,"doc_module_name":25,"category_name":120,"show_sort_weight":121,"slug":122},21,"Paper Templates",5,"papers-templates",{"id":124,"doc_module":22,"doc_module_name":25,"category_name":125,"show_sort_weight":4,"slug":126},158,"General","general-158",{"code":4,"msg":82,"data":128},{"doc_id":79,"user_id":129,"nickname":42,"user_avatar":130,"doc_module":22,"category_id":85,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":55,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":136,"language":137,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":138,"faqs":139,"seo_title":140,"seo_description":12,"update_tm":141,"read_time":26},3848291630094,"https://eur-avatar.wpscdn.com/davatar_085a072bc5b1113ac321206ff7593b45","Commun icat ion Bulletins  \nSEPTEMBER 2012  \nDeveloping a Creative Brief  \nThis C-Bulletin provides SBCC practitioners with an overview of how to develop a creative brief. A creative brief serves as a tool that helps guide the development of SBCC materials or activities for audiences with lower literacy.  \nWhat Is a Creative Brief and Why Use One?  \nIn one short document (usually two-to-three pages), a creative brief explains crucial details of the design concept and content. The creative brief states the intended audience, desired change, barriers to change, and what can help facilitate change.  \nAn effective creative brief summarizes what is most essential and provides additional detail to guide the work of the creative team, including writers, graphic designers, representatives of advertising agencies, and producers of audio and audiovisual materials. The creative brief states who the intended audience is, what the barriers to change are, and what can help facilitate change, e.g. , a support network, a policy that creates an enabling environment, or access to services. It also states the communication objectives, messages, key content, and tone.  \nThe creative brief usually flows from a marketing plan or communication strategy and addresses each material or activity named in the strategy. The brief makes sure that support materials or activities relate to one another since it is based on and contributes to existing communication strategies. A creative brief is also used to explain to stakeholders why a certain SBCC material or activity has been conceptualized in a certain way. Sharing the brief can help to build stakeholder and team consensus about the material or activity being developed. A single creative brief can be developed for a set of SBCC materials or activities, but only if all of them share communication objectives and are designed for the same audience (or audiences) . For all of these reasons, SBCC practitioners should not skip over the step of writing and using a creative brief.  \nHow Is A Creative Brief Developed?  \nA good creative brief needs to balance brevity with adequate detail. The brief must be comprehensive, but should leave room for creative interpretation. When developing a creative brief, the SBCC practitioner should review and discuss with key program staff the overall goal of the material or activity, the intended audience or audiences, and the communication objectives that flow from an existing marketing plan or communication strategy. This should be followed by filling out the creative brief template like the one below that considers five broad areas. Finally, a draft of the creative brief should be shared with the whole team. This includes sharing it with key stakeholders to build consensus and support for the materials or activity (see C-Bulletin 9) .  \nBenefits ofa Creative Brief  \n• Serves as a point of reference during material or activity development to help SBCC practitioners stick to their original objectives  \n• Helps ensure buy-in and support when shared with key stakeholders and partners  \n• Is a handy two-to three-page document that guides the creative team as they develop and execute concepts  \nCREATIVE BRIEF TEMPLATE  \n\n| Category | What to Fill In |\n| --- | --- |\n| 1. Goal and Audience | • Overall aim of the material or activity\u003Cbr>• Selected audience(s) |\n| 2. Communication Objectives (based on confronting desired changes and barriers to change) | • Desired changes\u003Cbr>• Barriers to change\u003Cbr>• Communication objectives addressing these barriers |\n| 3. Message Brief\u003Cbr>(explained further in Module 3 of the C-Modules, cited in the reference list at the end of this document) | • The Key Promise\u003Cbr>• The Support Statement\u003Cbr>• A Call to Action\u003Cbr>• Lasting Impression\u003Cbr>• Perception of Someone Who Changes |\n| 4. Tone and Key Content | • Tone for the material or activity, based on the message brief\u003Cbr>• Key content of the material or activity |\n| 5. Other Creative Considerations | • H","cbCainNTC3LZiEfX","https://ap.wps.com/l/cbCainNTC3LZiEfX","pdf",1207194,6,"English","# What Is a Creative Brief and Why Use One?\n# How Is a Creative Brief Developed?\n# Benefits of a Creative Brief\n# Creative Brief Template\n## 1. Goal and Audience\n## 2. Communication Objectives\n## 3. Message Brief\n## 4. Tone and Key Content\n## 5. Other Creative Considerations\n# Steps to Develop a Creative Brief\n## Step 1\n## Step 2\n## Step 3","[{\"question\":\"What is a creative brief used for in SBCC work?\",\"answer\":\"It provides crucial design and content details to guide the development of SBCC materials or activities, helping keep efforts aligned with original communication objectives.\"},{\"question\":\"Which elements should a creative brief include?\",\"answer\":\"It should cover the intended audience, desired changes, barriers to change, what helps facilitate change, communication objectives, messages, key content, and tone.\"},{\"question\":\"How is a creative brief developed in practice?\",\"answer\":\"The practitioner reviews the overall goal, audience, and communication objectives with key program staff, completes the creative brief template across five areas, and shares a draft with the whole team and stakeholders to build consensus.\"}]","Developing a Creative Brief - September 2012 | PDF",1789197086]