1. Audience and situation
Who is this for? What are they trying to do? What makes that difficult? Describe a concrete situation using what you know, and label assumptions.
2. Offer and intended action
What existing offer can help? Where can someone find it? What is the one next action this campaign should encourage?
3. Message and evidence
What does the audience need to understand? Which facts support the message? List the source of each important claim and any wording to avoid.
4. Production and review
Which channels and formats suit the idea? What assets are needed? Who reviews the final copy, visuals and destination?
5. Measurement
Which event signals progress? Which source measures it? When will you review the result, and what evidence would change your plan?