Message Guide for Zika Communication

From the Jamaica Ministry of Health (MOH), this is a practical tool meant to be used by partners and stakeholders implementing Zika activities in Jamaica. Adapted from Strategic Communication for Zika Prevention: A Framework for Local Adaptation (see Related Summaries, below), the Message Guide aims to identify priority audiences and objectives for Zika communication at this point in Jamaica's Zika response, as well as to establish compelling positioning statements, outline key messages, and suggest communication approaches and activities for each audience.

The guide supports country efforts to ensure that messages are technically accurate, consistent across communication channels, responsive to the specific gaps identified in the situation analysis, and designed specifically for the agreed upon priority audiences. Jamaica's priority audiences include women of reproductive age intending to become pregnant, women of reproductive age not intending to become pregnant, pregnant women, male partners of women of reproductive age, tyre shop and fleet owners/operators, persons who store water in 45/55 gallon drums, schoolchildren, community leaders, families affected by Zika Congenital Syndrome (ZCS), and families affected by Guillain-Barré Syndrome (GBS).

After providing background information on the Zika outbreak and current status in Jamaica and an analysis of the key determinants affecting social and behaviour change, the guide offers an overview of two models of behaviour change - the Social Ecological Model and the Extended Parallel Process Model - relevant for Zika and the overall goal of Zika communication in country. "What Everyone Needs to Know about Zika" lays out the key information important for every audience.

The main section of the guide is segmented into ten priority audiences, each of which is further broken down into the following sections:

• Illustrative audience profiles help bring to life and personify each audience segment. The profiles focus on telling the story of an imagined individual within the group who can neutrally represent the intended audience. These profiles are meant to ensure the messages are tailored to members of this selected group, and will resonate with them and motivate them to take action.
• The communication objectives articulate what the intended audience is meant to know, feel, and/or do as a result of the Zika communication intervention.
• The positioning statements briefly describe the most compelling emotional and/or functional benefits of the behaviour for the priority audience. The statement articulates what is most likely to inspire change. This document includes illustrative examples of positioning statements for each audience; however, final positioning statements should be based on in-depth formative research (e.g., focus group discussions).
• The key messages outline the core information that should be conveyed to each audience across all materials and activities. Messages should cut across all channels and reinforce each other across these channels.
• The communication approaches and activities sections provide suggested examples of vehicles, tools, media, and other implementation approaches appropriate for each audience across a range of communication channels, such as community outreach, interpersonal communication, radio/TV, print media, and digital media. Organisers are urged to carefully select approaches and activities based upon timeline, cost, ability to reach the intended audience, creative considerations, and lessons learned from past activities, using a mix of approaches with mutually reinforcing messages to the extent possible. The recommended approaches and activities are an illustrative starting point. Close collaboration with communication and creative professionals can help ensure that design and execution are innovative and compelling.

Stakeholders may use this document, which is meant to be continuously updated to reflect new information and population needs, to guide the development of their communication strategies, messages, materials, and activities moving forward. The guide maybe used to develop new activities or to update or modify existing messages and materials, such as:

• Zika-related content in training curricula for health educators or vector control officers;
• talking points on sexual transmission and condom use for healthcare providers to use during group antenatal care (ANC) sessions or to discuss with pregnant women privately during consultations;
• posters demonstrating high-impact Zika prevention behaviours;
• guidelines for call centre workers when callers ask questions about Zika;
• brochures for families affected by Zika on where and how they can seek support;
• radio or TV spots featuring couples discussing the use of family planning to avoid unintended pregnancy and prevent the sexual transmission of Zika; and
• a digital health platform that provides comprehensive information on Zika.

The MOH led the development of the guide, with technical assistance from the Health Communication Capacity Collaborative (HC3) through the support of the United States Agency for International Development (USAID). The process was a highly collaborative effort. The last part of the document includes contact information for individuals from the MOH, USAID, and HC3 that were involved in the development of this guide; this final section also contains links to useful tools and resources.