Writing a Creative Brief in SBCC Program

Introduction

A creative brief is a short, written document used by project managers and creative professionals to guide the development of creative materials (e.g. drama, film, visual design, narrative copy, advertising, websites, slogans) to be used in communication campaigns. 

Usually, it is no more than two pages in length, sets the direction, defines the audience(s), focuses on the key messages and shows the desired results for an SBCC campaign or materials. 

The creative brief is part of the design phase in the communication process. The creative brief should be based on a communication strategy to ensure creative deliverables align with the overarching strategic approach. 

Why Develop a Creative Brief ?

A creative brief is the guidepost for creative deliverables: it guides in-house experts, an advertising agency or a creative consultant in the development of messages and materials that fit within the campaign’s overall strategic approach.

A creative brief outlines the most important elements of the SBCC campaign.

• The key health or social issue to be addressed. 
• The priority and influencing audiences (who the campaign will reach). 
• The importance of reaching those audiences. 
• The key behaviors to promote. 
• The reason the audience(s) should adopt a specific behavior. 
• The benefits of taking that action.

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