MESSAGE DESIGN CANVAS – COMPLETE TEMPLATE
Instructions: Complete all 8 sections for ONE audience. Be specific and think from the audience’s perspective.
SCENARIO: ___________________________________
AUDIENCE: __________________________________
(Be specific: e.g., “Female market vendors aged 25-50 selling food in Katwe Market”)
YOUR NAME: _________________________________
DATE: _________________________________
SECTION 1: AUDIENCE DEFINITION & PROFILE
Demographics:
- Age: ____________
- Gender: ____________
- Occupation: ____________
- Location: ____________
- Language(s): ____________
- Education/Literacy: ____________
What makes this audience distinct?
Why is this audience a priority?
SECTION 2: COMMUNICATION OBJECTIVE
What do you want this audience to DO after receiving this message?
(Write ONE specific, measurable behavior change)
Example: “Market vendors will wash hands with soap for 20 seconds before touching food”
SECTION 3: KNOWLEDGE, ATTITUDE, BEHAVIOR (KAB) FROM MODULE 2
KNOWLEDGE:
- What do they know/not know?
- Misinformation?
ATTITUDE:
- Beliefs about risk?
- Trust in authorities?
- Cultural beliefs?
BEHAVIOR:
- What are they currently doing?
- What barriers prevent change?
SECTION 4: CORE MESSAGE (Apply All 7 Characteristics)
Write your MAIN message (1-2 sentences)
Before writing, check:
- ☐ Audience-specific (for THIS audience, not generic)
- ☐ Clear & simple (6th-grade reading level)
- ☐ Actionable (says exactly what to DO)
- ☐ Relevant (connects to their life)
- ☐ Credible (from trusted source)
- ☐ Culturally appropriate
- ☐ Empowering & positive
CORE MESSAGE:
SECTION 5: SUPPORTING MESSAGES (3-5 additional messages)
Message 1 (addresses knowledge gap):
Message 2 (addresses attitude/belief barrier):
Message 3 (addresses behavioral barrier):
Message 4 (optional—reinforcement):
Message 5 (optional—call to action):
SECTION 6: CHANNEL SELECTION
How will this message reach the audience?
Primary channel:
- What: ____________
- Why this channel? ____________
Secondary channel:
- What: ____________
- Why this channel? ____________
Tertiary channel:
- What: ____________
- Why this channel? ____________
SECTION 7: TRUSTED MESSENGER
Who should deliver this message?
(Person or organization audience trusts)
Messenger 1: ____________
Why credible? ____________
Messenger 2: ____________
Why credible? ____________
SECTION 8: CALL TO ACTION
What EXACTLY should the audience do?
WHAT: ____________
WHERE: ____________
WHEN: ____________
HOW TO DO IT: ____________
What support do they need to take action?
(e.g., handwashing station, free supplies, childcare)
PEER REVIEW: 5C CHECKLIST
Exchange with a partner. Rate each criterion 1-5:
| Criterion | Rating | Feedback/Comments |
| CLEAR — Easy to understand? | ☐1 ☐2 ☐3 ☐4 ☐5 | |
| CORRECT — Factually accurate? | ☐1 ☐2 ☐3 ☐4 ☐5 | |
| CULTURALLY APPROPRIATE — Respectful, fits context? | ☐1 ☐2 ☐3 ☐4 ☐5 | |
| CONSISTENT — Aligns with other messages? | ☐1 ☐2 ☐3 ☐4 ☐5 | |
| COMPELLING — Would motivate action? | ☐1 ☐2 ☐3 ☐4 ☐5 |
Overall Score: ☐ Ready to use ☐ Needs minor revision ☐ Needs major revision