Elemetns of a slugline free#

There are different approaches to generating creative concepts. Who Should Generate the Creative Concept?

Reach the audience more effectively by finding ‘big ideas’ that resonate with them.

Identify an idea that ties the whole campaign together.See how the campaign will work (or not) across multiple media channels.Test which benefit is most appealing to the audience.Developing creative concepts is also important because it allows the team to: The creative concept shapes the core of the SBCC campaign, which helps create consistency across messages and materials. In today’s busy and constantly changing communication environment, social and behavior change communication (SBCC) must be creative and strategic to compete with commercial advertising and capture the audience’s attention. The concept should be strong and overarching enough to work for all messages/calls to action. Models should be tested during pretesting, once the concept is solidified.ĭifferent informational messages or calls to action Talent selection for the actual models to be used in the final executions can be older/younger/shorter/ taller/happier/more serious.

Colors and fonts should be tested during the pretesting stage.Ĭoncepts typically use stock photography or rough illustrations to convey the general idea. These are graphic design elements that will be developed in the executions (materials) after concept testing. Keeping this in mind, creative concepts are not : Different colors or fonts They are rough drafts that give an idea of how the campaign could take shape. The concept worked across many channels, including print, community and mobile.Ĭreative concepts are NOT final products. For example, married couples who decided together which method to use were stars, media houses that reported accurately on family planning were stars and dedicated family planning service providers were stars. The concept could be used across audiences. The winning concept was to recognize anybody who was positively involved with family planning as a star. The Green Star campaign in Tanzania developed several creative concepts for their family planning campaign. The creative team develops multiple creative concepts based on this information and then concept tests them to determine which one resonates best with the audience. This ensures that concepts are informed by a strong understanding of the situation, the audience, the channels that will be used, the objectives the campaign seeks to reach and the benefits the audience will respond to. Diners were told that their $1 donation would provide clean, safe water to a child for 40 days.Ĭreative concepts are based on the communication strategy and creative brief.

Elemetns of a slugline free#

The campaign asked restaurant diners to donate $1 for the tap water restaurants usually serve free of charge. The “Big Idea” behind the UNICEF Tap Project was to brand tap water in New York City.

Some examples include: Nike’s “Just Do It” campaign, the “Got Milk?” campaign and the Red Ribbon Campaign. Successful creative concepts are distinctive, memorable, unifying and relevant. Typically, the creative concept is embodied in a headline, tagline and a key visual.

It is a unifying theme that can be used across all campaign messages, calls to action, communication channels and audiences. A creative concept is an overarching “Big Idea” that captures audience interest, influences their emotional response and inspires them to take action.