Posted: May 1st, 2025

Completing a Creative Brief

Completing a Creative Brief

Using the information you created in Week 1 Project, complete the following creative brief:

Creative Brief Template One

Based on your research, create a 2 to 3 full page report that includes all components of the creative brief and supporting documentation on how you answered each component of the brief.

Be sure to support your points for each of the components in parenthesis with data from the program and outside research.

A health condition I would like to address in my community is poverty. I would
like to put together a campaign to address the poverty level and ways to reverse the
generational cycle of poverty. With the help of city leaders, we can provide support to
the members of our community. We can provide free clinics once per month for routine
checkups that some community members are not fortunate enough to be able to get on a
regular basis. We can also provide nonperishable food items for those who attend our
clinics. These services may relieve the stress of a checkup and provide some financial
relief from groceries.
Poverty leads to major health concerns. With poverty along comes less access to
sanitary conditions, hunger, poor child health, and lower education levels. All these
things can lead to poor health. Research shows that 27.9% of all people in low- and
middle-class families live on less than $1 per day. Not only does this give them less
access to things they need, but it also leaves them with no money to pay for healthcare
services. Often poverty spirals down from generation to generation due to the inability to
find good work with little to no education (Murray, 2006). The number of people living
in poverty continues to rise while those with higher incomes diminish (2024). “More than
1 in 5 children in America (21.1%) were living in poverty in 2014, compared with 13.5%
of people ages 18 to 64 years and 10% of those aged 65 years and older” (2024).
Children living in poverty have been found to have more mental health issues as well as
physical health issues (2024). According to the Agency for Healthcare Research and
Quality, poverty is the strongest predictor of poor health outcomes in the United States
(2024). We as healthcare providers must educate our patients on the importance of taking
care of themselves as well as staying in school to gain the education they need to better
their future.
I will assess the data that is gathered from the local schools and doctor’s offices.
This data will be composed of the number of people in our community and how many
attend doctor’s visits. I will send a survey home with every child within the schools to
see how many children and their family members do not have access to healthcare.
These surveys will also be available at our local health department for those who may not
have children. Adults with children will be my targeted audience, although these services
will be available for anyone in the community. Cost, quality, and access are known as
the Iron Triangle of Healthcare (2024). These are all important measures in our
community.
Creative Brief Template
1
Health Area and Intervention(s)
2
Shared Vision
3
Background
(What is the current situation of “X” issue?)
4
Priority Audience
(Write a description of a representative auidence member and include a picture if possible)
A.
Primary Audience
Segment:
Age:
Income:
Education:
Where they live:
Marital status:
Other:
5
Objectives
(What should the auidience think, feel and do?)
Think:
A.
B.
Feel that:
A.
B.
Do:
A.
B.
B.
Influencing Audience
Segment:
Age:
Income:
Education:
Where they live:
Marital status:
Other:
6
Competitive Behaviors/ Barriers
7
Positioning Statement/ Key Promise (and supporting points)
If you choose to [desired action response], then you will benefit by [what is the single most appealing/important benefit the audience sees as a reward for undertaking the new behavior?}
Benefits
•
•
•
[Benefit A]
[Benefit B]
[Benefit C]
Pre-test the above alternative benefits to see which one resonates best with the priority audience
Support Points:
(why should the audience belive the key promise?)
•
•
•
•
8
[Testimonial]
[Facts]
[Comparisons]
[Demonstrations]
Call to Action
(One specific action the audience can take after exposed to the message and/or materials)
9
Creative Considerations
Media Approach:
(which channels will be used and why)
Materials to be Developed:
(what materials, quantities, duration, other qualities and distribution points)
Creative Concept Outlines:
General Guidelines:
(on the tone, feel, issues to be sensitive about):
A.
B.
C.
10 Logos
Donor:
Key Partners:
Other:
11 Technical/Program Specifications
Geographic Placement:
Language:
Other: