Finding the Right Message - Framing to Create Demand: A Guide for Rapid Message Framing Testing

"How do you craft believable messages in a communication environment dominated by myths and misinformation?"



How a message is worded or presented can determine whether an audience accepts or rejects it. In particular, to break through myths and misconceptions, messaging often has to be framed just right to leverage the mental shortcuts people use to subconsciously decide which messages will move them. This guide provides step-by-step instructions for conducting rapid testing to determine message framing for any public health campaign. It is intended for experienced campaign designers and implementers working with limited time and budgets. While originally developed as part of a demand creation campaign to promote COVID-19 vaccination in Abidjan, Côte d'Ivoire, the approach can be used to determine the best message framing for any campaign that needs to cut through the noise.



Below is a list of some of the more common message frames:

• Positive vs. Negative: presenting information in terms of potential gains/losses, benefits/risks, or positive/negative outcomes (e.g., "Vaccines reduce your risk of dying from COVID-19.")
• Gain vs. Loss: emphasising what can be gained/lost by adopting the recommended action (e.g., "Don't risk missing work by going unvaccinated.")
• Statistical: using statistical data and facts to promote your recommended action (e.g., "Vaccination reduces your risk of infection by over 90%.")
• Emotional: evoking emotions, from empathy and compassion to excitement and fear, to create a connection with the audience (e.g., "By getting vaccinated, you protect the keepers of your family's history - your elders.")
• Cultural or Social Norms: aligning the messaging with prevalent cultural values or societal norms to influence behaviour (e.g., "Getting vaccinated shows the world you are a mother who cares about her family.")
• Social Proof: using testimonials, reviews, or endorsements from others to convey that the recommended action is accepted (e.g., "Your neighbors want you to know that they have already been vaccinated.")

Contents include:

• The Basics - Message framing and message framing testing
• Phase 1 - Developing and validating message framing prototypes to test
  • Step 1: Confirm campaign objectives and key messages
  • Step 2: Develop message framing prototypes
  • Step 3: Review message framing prototypes with experts
• Phase 2 - Planning and conducting message framing testing
  • Step 4: Prepare survey tool
  • Step 5: Calculate sample size
  • Step 6: Conduct data collection
• Phase 3 - Analyzing and applying message framing testing results
  • Step 7: Aggregate and analyze data
  • Step 8: Apply results to select and refine final message framing

This guide also includes 7 "Highlight" slides with examples from FHI 360's campaign in Abidjan.