PSI Malawi Creative Brief

1 Health Field Diarrhoea Prevention and Treatment

2 Item ‘PHUKUSI LA UKHONDO’ Mother Care Kit A4 Logo

3 Background Diarrhea is one of the major causes of child mortality and morbidity in children under 5 in Malawi. The DHS 3 to 4 sentences 2004 reported that the child mortality rate was 133 deaths per 1000 live births. Mothers and caregivers rank explaining need for diarrhoea as the second biggest health threat among their under five children. campaign The major source of diarrhea infection is by the drinking of contaminated water and poor hygiene and sanitation. In response to this, PSI/M in collaboration with UNICEF is developing a mother care kit package that will be distributed to mothers and pregnant women in Blantyre and Salima to promote good hygiene practices, benefits of treating water with WG Liquid, good storage of treated water and treatment of dehydration by using ORS.

The mother care kit will consist of

 A storage water bucket  A bar of soap  A sachet of Thanzi ORS  A bottle of WG liquid  A water treatment and diarrhea treatment leaflet

This CB outlines the requirements for the A4 brand logo

4 Target Group 1 Mothers and pregnant women with under five 2 in Blantyre and Salima 3

5 Research What do we know about 1. Over 30% still accessing unsafe water for drinking our Target Group from 2. Practice poor hygiene and do not properly store drinking water our research? 3. Have low self efficacy for dehydration prevention 4. Have low education 5. Have low income

6 Behavioural Objective What do we want To enhance self efficacy for good hygiene practices, encourage the treating of drinking water and people to do after they storing it properly to prevent contamination that may cause diarrhoeal diseases see this item?

7 Communication Objective: What are the 1 or 2 key  Mothers and pregnant women can prevent deaths caused by diarrhoea through promotion of good messages you want to hygiene, drinking of safe water and storage, give the target group?  Mothers can treat dehydration in children under five which is caused by diarrhea

8 Positioning statement To loving and caring mothers and pregnant women ‘PHUKUSI LA UKHONDO’ is the best and complete kit Consider Target, that will promote good hygiene, treatment of dehydration and drinking of safe water to prevent diarrhoea Competition and diseases among their children Reason to Buy

9 Call to Action Drink safe water and practice good hygiene to promote good health among children at all times For example: “Buy Chishango condoms!” 10 Creative Considerations The Mother care kit logo should bear the name ‘PHUKUSI LA UKHONDO’ and depict a mother caring Consider tone, brand for her under 5 infant, use WG liquid and Thanzi ORS blue colors personality, colour schemes, clothing to be Under the logo, list the contents of the kit:- worn etc. 1. A storage water bucket 2. A bar of soap 3. A sachet of Thanzi ORS 4. A bottle of WG liquid 5. A water treatment and diarrhea treatment leaflet

Under the content, the following text should appear:-

Distributed by UNICEF/PSI Malawi

Under the above text, the following logos should appear:-

UNICEF, USAID, GoM and PSI/M logos

11 Logos Donor PSI Other USAID, UNICEF Y GoM

12 Technical/Program Geographical placement Salima and Blantyre Specifications Other Languages? Chichewa Materials to be used Adhesive sticker Dimensions A4 Pre-test required? BY WHEN? N DESIGN DEADLINE January 13, 2007 PROCUREMENT DEADLINE February 5, 2007