Draft & Validate a Creative Brief
Les Audience Analysis phase establishes understanding of the intended audience and factors influencing their behavior. Gather evidence from existing knowledge and published literature. If more evidence is needed, consider whether to use quantitative or qualitative methods. Many of the tools below are adapted from the Implementing the SBC Flow Chart toolkit.
Draft & Validate a Creative Brief
What are the goals of our SBC campaign?
By the end of this step, you will have used the gathered insights and evidence to draft a creative brief aimed at achieving the goals of your SBC campaign. You will also validate it this brief with your key stakeholders.
How to conduct this step and achieve its main objectives:
Write a Creative Brief
A creative brief distills gathered evidence and insights about the intended audience and their behavioral influences. Throughout the remaining process, your creative brief will be the guiding document for all decisions.
SBC Mass Media Creative Brief
Suggested time:
1 day
Participants:
Core design team; stakeholders
Tool: SBC Mass Media Creative Brief
This tool provides a framework for creating your creative brief, which should include prioritized SBC objectives based on your gathered evidence. For more comprehensive information about writing a creative brief, including templates, visit the Compass for SBC.
Effort required:
Validate the Creative Brief
A draft of the creative brief should be shared with the larger group of stakeholders to review and contribute additional input. This step ensures consensus about the campaign strategy and should be used to evaluate all outcomes along the way, from the first creative concepts to the questions asked during pretesting. This step may be done with stakeholders on day 1 of the Creative Concept Development Workshop to ensure all participants agree and to set the focus of the rest of the workshop.
