6.3: Develop Written Content, Text and Scripts

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Written content is the translation of the objectives into phrases and vocabulary appropriate for the audience.   Build on what the audience already knows and provide information on what they need to know.  The challenge of message design is to combine an appealing and attractive design with a simple, clear, positive, and action-oriented message that is appropriate for and understood by the audience.  In the case of actual written content, less is more!

  • What is Good Content? It is: Directed toward the objective to be attained; Clear to the audience; Compatible with mental, social, economic, physical capabilities of the audience; Specific; Accurate; Appropriate to the channel selected; Appealing, attractive, and timely to the audience; Applicable; Action-oriented; Simple; and Consistent.
  • Address barriers in a positive manner.
  • Reinforce motivators through short phrases.
  • Read Example 6.4: Minimizing the Content below:
It is necessary to the understanding and comprehension of messages and text to keep it simple and straightforward.   Reduce the number of words you use to make materials and activities easy and faster to read/hear and understand.  The following provides some samples of simplifying.
Cluttered, Unclear Content Minimized, Clearer Content
Gender awareness is the conscious knowledge that communities are not homogenous and that advantages do not accrue equally to all members and segments of a given community. Gender awareness is knowing that all people are not the same and benefits are not provided equally to every member of a community.
A prerequisite for gender-literate development efforts is the capacity to formulate the right questions regarding the gender division of rights, responsibilities and access to resources. It is necessary to develop effective questions on rights, responsibilities and access to resources that examine differing gender roles.
The main route for fecal contamination will depend upon the survival characteristics of different pathogens, as well as the local infrastructure available and human behavior. The key path for diarrheal disease will depend on the strength of the disease, current local infrastructure and practices in the community.