Does the material include one or more calls to action for the primary audience?

Tell the primary audience what you want them to do with the information you’ve given them. The action can be a specific behavior, a prompt to get more information, a request to share information with someone else, or a broad call for change. Even when your purpose is to inform an audience, think about why they need this information, and use this insight to create a call to action.

Example 1:

If you have questions about your relationship, call 1-800-XXX-XXXX. If you are in danger right now, call 911. Find out more about getting help.

Example 2:

If you plan to go to work after pregnancy, a lactation counselor can help you plan to keep providing breast milk for your baby while you are away.

Get more information about:

• Pumping and storing your breast milk
• Your rights at work

Example 3:

Science must continue to guide global HIV treatment and prevention efforts. Public health professionals should select HIV treatment and prevention strategies that are evidence based.