Example 8.

2: Sample Media Plan

A. Media Priorities and Rationale

TV/Radio Large reach, but limited accessibility to some of the clients to be reached, best way to communicate awareness and motivational messages Print - limited reach, but best way to communicate tactical messages (messages to increase knowledge and change behavior) Interpersonal - limited reach, but only way to communicate, show, and discuss tactical messages (No image materials are being developed)

B. Media Budget A total budget of $15,000 has been established for the 10 pilot zones. 100% of the budget will be applied to the developed of the print materials. The interpersonal communication and TV/radio needs will be covered under the Ministrys behavior change communication and training development budget. C. Production 1. Print Based on 10 pilot zones (10 districts per zone, 1 health facility per district) see E. below for more on language breakdown by quantity: Caregiver (CG) Materials: - 3 CG Posters [3 posters (1 set of posters) per Communication Agent, 30 Communication Agents per pilot zone] 900 total posters (300 sets) - 5 doubled-sided pages of flipchart [1 flipchart per Communication Agent, 30 Communication Agents per pilot zone] 300 total flipcharts - 1 CG Brochure [1 brochure per Caregiver, 25-50 Caregivers per Communication Agent, 30 Communication Agents per pilot zone] 7500-15,000 total CG brochures 2. TV - One TV drama of four, 20-minute episodes 3. Radio ten, 30-second spots D. Timing/Distribution/Airing - Development and Pretest of Print Materials: 10/03-2/04 - Distribution of Print Materials: 3/04-6/04 - Development and Pretest of Content for Interpersonal Communication Needs: 1/03-3/04 - Distribution of Interpersonal Communication Pieces: 3/04-6/04 - Length of Time to Air TV Program and Radio Spots: 6/04-9/04 - Frequency: TV (4 programs): 3 times for every program, 1 program every Sunday and Thursday 7/12, 7/19, 7/26, 8/2 on Pyramid at 19:00 8/9, 8/16, 8/23, 8/30 on KTV at 19:00 9/10, 9/17, 9/24, 10/1 on Pyramid at 19:30 Local TV available only 2-3 hours/day, 2-3 days/ week Urban spots on Pyramid at 8:00, 9:00, 10:00, 11:00, 12:00 Rural spots on Pak State at 8:00, 9:00, 10:00, 11:00, 12:00 Local stations to be determined

Radio (10 spots): Each spot 4 times/week for 15 weeks

E. Print Quantities By Language Material French Lingala CG Poster 1* 0 60 CG Poster 2* 0 60 CG Poster 3* 0 60

Swahili 60 60 60

Kikongo 129 120 129

Tshiluba 60 60 60

TOTALS 300 300 300

10-Step Promotion Program Toolkit

Step 8 - Page 11

CG Brochure CG Flipchart

0 0

1500-3000 60

1500-3000 60

3000-6000 120

1500-3000 60

7500-15,000 300

10-Step Promotion Program Toolkit

Step 8 - Page 12