Project Example

Safe Male Circumcision Communication Campaign Logo and Concept Test Report

In order to identify the concept and logo to guide the communication materials development process for a project in Tanzania, a concept testing exercise was conducted among selected members of the campaign’s target audience

The objectives of the logo and concept test exercise were to:
• Establish which logo the target audience preferred
• Assess which overarching concept was most convincing or appealing to the audiences
• Find out if the audience understood the developed campaign concepts
• Establish whether the target audience related to the concepts
• Establish whether there is anything that was offensive/confusing in the concepts
• Assess whether the developed concepts were attractive to the target audience

Source: Johns Hopkins University Center for Communication Programs

Date of Publication: March 25, 2019