Workshop on devising and customising key messages for use in humanitarian emergencies

1. Workshop on devising and customising key messages for use in humanitarian emergencies BBC Media Action training in Nepal January 2013

2. What is a key message? An important point of information or advice expressed clearly and concisely in plain language. Examples • Oxfam will distribute a two-week food ration to all registered families in Bajura VDC at the local government office on Thursday morning (Information) • Keep the camp clean and free of disease by defecating in the new latrines. Do not defecate on open ground. (Advice)

3. How to create and test a key message • Identify the hazard • Define the advice or information to transmit • Express clearly the action to be taken • Highlight advantages of heeding the message • Customise the message for target audience • Customise the message for channel of delivery. • Pilot test the message • Coordinate with other organisations • Disseminate the message

4. Impact sequence of a key message in a humanitarian crisis • Identify the hazard • Give advice or information • Take action • Mitigate the hazard Example Stay safe in an earthquake (1). If you are indoors and feel the ground shake, move away from windows, glass and exterior walls. Stay clear of heavy objects that may move. Extinguish all flames. Open an exit door slightly so that it will not be stuck closed (2,3). These simple steps will help you to avoid injury and escape more easily (4).

5. Essential components of a key message Keep the camp clean and free of disease by defecating in the new latrines. Do not defecate on open ground. • Desired outcome Good hygiene and sanitation in the camp 2.Key message Use the latrines 3.Desired action/behaviour Use the latrines. Do not defecate on open ground. • Motivation (for target audience) keep the camp clean and free of disease.

6. Designing a key message • One main point in each message • Plain simple language • Short sentences • Positive in tone • Trusted source • Do no harm

7. Customising a generic message • Language • Culture • Environment • Population segment • Channel of delivery • Radio/loudspeaker • Television • Poster/flyer/newspaper advertisement • SMS message • Face-to-face

8. Analysis of key message Here is an important message from the Ministry of Health. Dangerous diseases such as cholera are transmitted through dirty and polluted water (1). Make water safe to drink by boiling it, (2/b). Boil water for five minutes before you drink it, even if it looks clear and clean (3/c). Stay safe from diseases that are transmitted through dirty and polluted water (4/a/b) • Hazard • Key message • Action/behaviour • Mitigate hazard • Desired outcome • Key message • Desired action/behaviour • Motivation

9. Customise a key messagefor different channels of delivery Here is an important message from the Ministry of Health. Dangerous diseases such as cholera are transmitted through dirty and polluted water. Make water safe to drink by boiling it. Boil water for five minutes before you drink it, even if it looks clear and clean. Stay safe from diseases that are transmitted through dirty and polluted water. • SMS message (160 characters max, include source) • Radio message (90 words max, add music/sound effects. Repeat key points, include source) • TV message (60 words max. Combine words with pictures, music and sound effects. Devise a shot list and script. Repeat key points, include source)

10. Infoasaid message library • Searchable online database of key messages for use in crisis response www.infoasaid.org • 383 generic messages • Clusters which approved these messages: - Health - WASH - Nutrition - Food Security - Protection - Education

11. Message types • Alert If you see anything that looks like a bomb, a military object, a bag that does not belong to anyone or something that you do not recognise, stop! Don’t touch it! Step back! Tell the adults! • Awareness(public education) If a person in your family has a high fever and rapid breathing, they may have an infection such as pneumonia in the lower chest • Self care (do it yourself) Store your food carefully in containers with a sealed lid. This protects the food from animals and insects. If you are in a floodable area, raise your food containers from the ground Service (linked to aid intervention) • If you feel threatened or afraid, go to a temporary shelter set up at XXXX. There you can get advice on services that have been set up for people and families affected by the XXXX crisis

12. Searching the database • Keyword search • Advanced search Issue Prevention of diarrhoea Threat Diarrhoea At risk group Children under five Target audience Mothers, fathers and other primary care givers

13. Limitations of infoasaid message library • Only available online (but list of key messages can be printed out) • Generic messages – require customisation • Some clusters not covered • Messages are designed for disaster response rather than preparedness • One-way communication • Repetition of key messages alone will not produce behaviour change

14. Channels of message delivery • Television – urban audiences, mainly for preparedness • Radio – urban and rural audiences • Loudspeaker – large concentrations of people • SMS messages – if there is network coverage and population phone users are literate • Posters/flyers - where physical access is available • Newspapers – urban audiences, mainly for preparedness

15. Television spot • 90 words maximum (one minute) • Combine voice and video images • Plain language and short sentences. • Flash any essential numbers up on screen • Repeat key points for emphasis. • Use music and actuality sound • Only one chance to watch the message.

16. Radio spot • Radio spot • 90 words maximum (one minute). • Plain language and short sentences. • Use music and actuality sound. • Avoid numbers. Repeat any that you have to use. • Repeat key points for emphasis. • Only one chance to listen to the message.

17. SMS message • Brief – no more than 160 characters • Short words • Abbreviate where possible • Avoid repetition • Recipient can re-read the message to reinforce understanding

18. Poster/flyer/advertisement • Use pictures as well as words to deliver the key message • Bold and clear images to: - Attract attention - Explain the message visually - Explain the message clearly to illiterate audiences • Keep written content of message to the absolute minimum. • Plain language and short sentences. • People can re-read the announcement, but their attention span will be limited.

19. Exercise in customisinga key message If you are indoors when the ground starts to shake, drop down onto your knees and make yourself small. Cover your head and neck with something that will protect you from falling debris and protect your face. Hold onto this cover and move with it if necessary until the shaking stops Drop, cover and hold on) • SMS message (160 characters max, including spaces, include source) • Radio message (90 words max, add music/sound effects. Repeat key points, include source) • TV message (60 words max. Combine words with pictures, music and sound effects. Produce shot list to accompany script. Repeat key points, include source) • Poster (Use pictures to help transmit the message)