Service · Communication
Message Development & Pretesting
Message development turns research into clear, trusted content that moves people to act. We build message frameworks, write creative briefs and pretest IEC, broadcast and digital materials with real audiences in Kenya and across Africa.
Why message development deserves time
Messages are where strategy meets the audience. A strong insight can still fail if the message is confusing, preachy, or delivered by someone the audience doesn't trust.
Good message development is disciplined. It starts from the behavior and the barrier, not from what the organization wants to say. It speaks to what the audience cares about. And it is tested before anything is printed, broadcast or coded.
This is where many programs save the most money. Changing a word, an image or a messenger at draft stage costs little. Reprinting thousands of posters or remaking a radio series costs a lot.
Our message development framework
For each priority audience and behavior, we build a simple message framework that keeps everyone, from writers to field teams, on the same page:
Behavior and audience
Exactly who should do what, and when, based on the formative research.
Key barrier
The one or two obstacles the message must address, such as fear, cost, effort or social pressure.
Core promise
The benefit that matters most to the audience, in their own words.
Support points
The facts, stories or proof that make the promise believable.
Messenger and tone
Who should say it and how it should feel: warm, practical, urgent or reassuring.
Call to action
One clear, easy next step, with the information people need to take it.
We apply behavioral principles from the EAST framework to make the action feel easy, attractive, social and timely.
How we pretest messages and IEC materials
Pretesting checks draft materials with the people they are meant for. We look at six things:
- Attention. Do people notice it, and what catches their eye first?
- Comprehension. Can they explain the main idea in their own words?
- Acceptability. Is anything offensive, embarrassing or culturally off?
- Relevance. Do they feel it is meant for people like them?
- Credibility. Do they believe it, and trust the messenger?
- Call to action. Do they know what to do next, and could they do it?
We use small-group discussions and individual interviews, often in several locations and languages, and we test with influencers such as partners, parents or community leaders when they shape the decision.
Findings come back as a clear, prioritized list of changes, with examples of audience reactions in their own words.
Formats we develop and test
We work across print, broadcast, digital and interpersonal channels, and with your creative agency where you have one:
- Posters, leaflets, flipcharts, counseling cards and job aids
- Radio spots, jingles, talk-show guides and drama briefs
- Video scripts and storyboards
- SMS, WhatsApp, IVR and chatbot content
- Social media posts and short-form video concepts
- Scripts for community health workers, agents and call centers
For low-literacy audiences we pay special attention to pictures, symbols and spoken formats, and we test them carefully.
How a message development project runs
- 01
Review the insight
We start from formative research or run a rapid review if none exists.
- 02
Build the framework
We agree audiences, barriers, promises and calls to action with your team.
- 03
Draft concepts
We develop message concepts or creative briefs for your agency.
- 04
Pretest
We test drafts with audiences and influencers in the target locations.
- 05
Refine and hand over
We revise, finalize and hand over a message guide for consistent use.
Starting with a creative brief
Good message development starts with a creative brief: a short document that defines the audience, the behavior, the key barrier, the benefit that matters to the audience, the tone and the channels. The brief turns research into direction for writers, designers and producers, and it gives reviewers a clear standard to check drafts against.
We write creative briefs with client teams and, where possible, with community members. This keeps message development grounded in evidence and avoids endless rounds of subjective feedback later.
Translation and local language
Messages lose meaning in translation more often than teams expect. We use back-translation and test translated materials with native speakers from the target area, checking that words for health terms, body parts or sensitive topics are understood and acceptable. Message development in local languages is part of the process from the start, not an afterthought.
Review, approval and production
Many materials are delayed by long review cycles. We agree the review steps, reviewers and timelines at the start of message development, including any ministry or technical working group approvals that are required in Kenya or other countries. We share drafts with clear questions for reviewers, and we keep a simple log of comments and decisions so changes stay consistent with the creative brief.
Once materials are approved, we prepare print-ready and digital files, production specifications and a short user guide for frontline staff. Good message development does not end at design; it ends when materials are used correctly in the field.
Ready to test your materials?
Whether you have a full campaign ready for testing or just a set of draft messages, we can help. We also support formative research beforehand and monitoring and evaluation after launch.
Contact us with your draft materials or ToR.
FAQ
Frequently asked questions
What is message development in SBCC?
Message development is the process of turning research insights into clear, persuasive content for a specific audience and behavior. It covers the core promise, supporting points, tone, messenger, format and call to action, and it ends with testing the messages with real audience members.
What does pretesting IEC materials involve?
Pretesting means showing draft posters, leaflets, radio spots, videos, SMS scripts or job aids to people from the intended audience before final production. We check whether they notice the material, understand it, believe it, find it relevant and know what to do next.
How many people do you need for a pretest?
Pretesting is qualitative, so you need enough conversations to see patterns, not a statistical sample. Typically that means several small groups or a set of individual interviews per audience segment and location, repeated if major changes are made.
Can you pretest digital content and chatbots?
Yes. We test SMS and WhatsApp flows, IVR scripts, social media content and chatbot conversations using the same criteria, plus checks on navigation, timing and data costs.
Do you translate materials into local languages?
We work with experienced translators and test translated versions with native speakers. We prefer adapting meaning over literal translation, and we check that idioms, examples and images make sense locally.