Part One: Core

• Main message and call to action
• Does the material contain one message statement – message should be single?
• Is the main message at the top, beginning or from of materials?
• Is the main message emphasized with visual cues?
• Does the material contain at least one visual that conveys or supports the main message?
• Does the material include one or more call to action for the primary audience?
• Language
• Do both the main message and the call to action use the active voice?
• Does the material always use words the primary audience uses?
• Information Design
• Does the material use bulleted or numbered lists?
• Is the material organized in chunks with headings?
• Is the most important information the primary audience needs summarized in the first paragraph or section?
• State of the Science
• Does the material explain what authoritative sources, such as subject matter experts and agency spokespersons, know and don’t know about the topic?