Question 1 · Family and community medicine, Clinical
A team has drafted four versions of a leaflet encouraging young mothers to bring children for vitamin A doses. The budget allows printing 50,000 copies once, and the team leader wants to send the favourite draft to the printer this week. What should happen before printing?
- A. Adopt a leaflet already used in another country
- B. Choose the draft that is cheapest to print
- C. Pretest the drafts with young mothers
- D. Print the favourite and evaluate it afterwards
- E. Ask a panel of paediatricians to choose a draft
Show the answer and explanation
Answer: C. Pretest the drafts with young mothers
Pretesting with people who share the audience's traits, for example focus groups of young mothers, shows whether each draft is understood and acted on. Revise and retest until the audience grasps the intended action, then produce. Pretesting is a named stage of social marketing and avoids wasting a one-off print run.
Why the other options are wrong
- A. Adopt a leaflet already used in another country: Materials from another setting may not fit local language, culture, or literacy without testing.
- B. Choose the draft that is cheapest to print: Cost does not show which draft the audience understands; a cheap, misread leaflet wastes the run.
- D. Print the favourite and evaluate it afterwards: Evaluating after printing finds problems only when the single print budget is spent.
- E. Ask a panel of paediatricians to choose a draft: Experts check accuracy, but they do not show whether young mothers understand and accept the message.
Key point: Draft several versions, pretest them with members of the target audience, revise, and retest until the message is understood before producing health education materials at scale.
References
- Making Health Communication Programs Work (the Pink Book), National Cancer Institute, US National Institutes of Health