Who Is Most Likely The Intended Audience For This Public Service Campaign

Introduction

An audience analysis is a process used to identify and understand the priority and influencing audiences for a SBCC strategy. The priority and influencing audiences are those people whose behavior must alter in club to improve the wellness situation. A complete audition analysis looks at:

Socio-demographic characteristics such equally sex activity, age, language and faith.
Geographic characteristics similar where the audience lives and how that might touch on behavior.
Psychographic characteristics such as needs, hopes, concerns and aspirations.
Audience thoughts, beliefs, cognition and electric current actions related to the health or social issue.
Barriers and facilitators that prevent or encourage audience members to prefer the desired behavior alter.
Gender and how it impacts audition members' beliefs and ability to change.
Constructive communication channels for reaching the audience.

Why Conduct an Audition Analysis?

An audience analysis informs the design of materials, messages, media selection and activities of a SBCC strategy. Information technology establishes a clear, detailed and realistic picture of the audition. As a result, letters and activities are more likely to resonate with the audience and atomic number 82 to the desired change in behaviors.

Who Should Conduct an Audition Assay?

A small, focused team should deport the audience assay. Members should include communication staff, health/social service staff and, when available, research staff.

Stakeholders should also be involved throughout the process. Consider effective ways to engage stakeholders to gain feedback and input, including: in-depth interviews, focus group discussions, community dialogue, small-scale group meetings, taskforce engagement and participatory stakeholder workshops.

When Should Audience Analysis Exist Conducted?

An audience analysis should be conducted at the first of a program or project, in conjunction with a situation assay and program assay. The team should get-go thinking about the audience during the desk review and fill in any gaps during the stakeholder workshop. It is part of the Inquiry phase of the P Process.

Estimated Fourth dimension Needed

Completing an audience analysis tin accept upwards to 3 to iv weeks. When estimating time, consider the existing audience-related data, what gaps need to be filled and whether additional stakeholder or audition input is needed. Allow for additional time if formative research is needed to fill in any gaps that may exist in the literature.

Learning Objectives

Subsequently completing the activities in the audience analysis guide, the squad will:

Determine the priority audience.
Decide the influencing audition(s).
Depict the priority and influencing audience(south).
Develop an audience contour for each priority and influencing audience(s).

Prerequisites

Situation Analysis

Steps

Step ane: Identify Potential Audience(s)

To address the trouble statement and attain the vision decided upon during the situation analysis, begin and list all potential audiences that are affected past or have control over the health or social problem. For example, if the problem is high unmet demand for family unit planning, potential audiences may be:

Step ii: Select the Priority Audition

An effective SBCC strategy must focus on the most important audition. The priority audience is not always the most afflicted audience, just is the group of people whose behavior must change in order to amend the health situation. The number of priority audiences depends mainly on the number of audiences whose practice of the beliefs will significantly impact the problem. For example, priority audiences may exist:

To identify the priority audience(s), go on in listen the vision and health or social problem. Then consider:

Who is most afflicted
How many people are in the audition
How of import it is that the audience change their behavior
How probable it is that the audience volition change their behavior
Who controls the beliefs or the resources required for a behavior alter

Step 3: Place Priority Audience Characteristics

Place the socio-demographic, geographic and psychographic characteristics of each priority audition. Include their communication preferences and other opportunities to reach them.

Organize priority audition information in a table (see Audience Characteristics and Behavioral Factors Template under templates).

Step 4: Identify Cognition, Attitudes and Practices

Understand what the priority audition knows, thinks, feels and does about the problem in order to determine the audiences' stage of behavior change. This allows the program to tailor letters and activities based on the audience'south knowledge, beliefs, attitudes and behaviors.

There are a number of ideational factors that commonly influence individual behavior and should be considered when examining the audition's knowledge, attitudes, behavior and behaviors.

The state of affairs assay, stakeholder workshop and any additional quantitative or qualitative research will point what the priority audience currently does in reference to the trouble and what the audition knows, thinks and feels about the problem or desired beliefs. Keeping in mind the ideational factors, examine that research to sympathize each priority audience. Ask questions such as:

What does the priority audition already know (knowledge) nigh the problem?
How does the priority audition experience most the problem (attitude)?
How does the priority audience see their function with respect to the problem (self-image)?
Does the priority audition feel at take a chance of having the problem? How at take chances do they feel (risk perception)?
What are the community'due south beliefs and attitudes toward the health problem (social norms)?
How capable does the priority audition feel most existence able to take action to address the problem (cocky-efficacy)?
What emotional reaction does the priority audience have towards the health problem (emotions)?
What level of back up does the priority audience believe they would receive from family members or the customs (social support and influence)?
How capable does the priority audience feel well-nigh discussing how to reduce the problem (personal advocacy)?

Add this information to the table (come across Audience Characteristics and Behavioral Factors Template nether templates).

Step v: Identify Barriers and Facilitators

Information technology is crucial to know what prevents or encourages the priority audition to practice the desired behavior. Identifybarriers and facilitators of change in the literature and list them in the table (see Audition Characteristics and Behavioral Factors Template under templates).If the desk review does not fairly identify behavioral factors, deport additional qualitative enquiry (interviews, focus groups) with members of the priority audition. Some important barriers to consider include:

Habit: People are comfortable doing things the same way they accept always done them.
Fright: People expect alter to bring negative consequences.
Negative experience: Some audiences may have had a bad experience, such equally with the health care system, and thus may be contemptuous or resistant to change.

If the desired beliefs requires adopting/utilizing products or services, consider issues of availability, accessibility, affordability and acceptability.

Footstep 6: Consider Audience Segmentation

Audience segmentation is the process of dividing the priority audition into sub groups according to at to the lowest degree one similar characteristic that will affect the success of the SBCC effort. Look at the selected priority audition and decide if it is like enough that it can be effectively reached past the same set of channels, messages and interventions. Ask the following questions about the priority audience to make up one's mind if segmentation is necessary:

Are any audience members particularly difficult to reach, requiring a different set of channels?
Do any audience members have distinct views or concerns almost the trouble?
Do whatsoever audition members require a different message to achieve them effectively?
Are any audience members at greater risk?

If aye, the audience may need to be segmented farther. Run across the audience segmentation guide for more information on how to place and prioritize audiences so that messages and interventions can exist most effectively targeted.

Some urban women of reproductive age may have different concerns or views about family unit planning. I group might be afraid of side effects while some other grouping does not use family unit planning because they exercise not know where family planning services are available. These groups would require different letters and interventions and should exist segmented if resources permit.

Step 7: Identify Key Influencers

Based on the priority or segmented audience, identify the key influencers. Search the state of affairs analysis, stakeholder workshop and any qualitative research findings for indications of who strongly influences the priority audience's behavior (see Audience Focused Literature Review Chart Template under templates). Influencers can be individuals or groups. Their different roles – equally friends, family, leaders, teachers, health providers and of course, the media – often determine their level of influence. Consider the following factors to help place influencing audiences:

Who has the nearly touch on the priority audience's health-related behavior and what is their relationship to the priority audience?
Who makes or shapes the priority audition's decisions in the trouble area?
Who influences the priority audience'south behavior positively and who influences it negatively?

Step 8: Organize Influencing Audience Information

For each influencing audience identified, search the literature to identify data most them and their human relationship to the priority audience. Expect for:

How strongly the group influences the priority audition
What behaviors they encourage the priority audience to practise
Why they would encourage or discourage the desired behavior
How to accomplish them

Organize information on influencing audiences in another table for later apply in the SBCC strategy (run into Influencing Audiences Template under templates):

Pace 9: Develop Audience Profiles

Review the notes almost each audience and try to tell the story of that person. Audition profiles bring audience segments to life by telling the story of an imagined private from the audience.

The audience profile consists of a paragraph with details on electric current behaviors, motivation, emotions, values and attitudes, also as information such every bit age, income level, religion, sex and where they live. The profile should reflect the main barriers the audience faces in adopting the desired behavior. Include a name and photo to help the creative squad visualize who the person is. Answers to the following questions tin can lead to insightful profiles that help the team understand and reach audiences more than effectively:

The audience profiles will feed directly into the creative brief process and will be an integral part of the SBCC strategy. See the Samples section for an example of an audition contour.

Templates

Audience Characteristics and Behavioral Factors Template

Audience-Focused Literature Review Template

Influencing Audition Template

Samples

Sample Audition Profile

Tips & Recommendations

Talk to audience members. Do not rely solely on the project team'southward behavior or what plan staff and health workers say or presume about the audiences.
Put yourself in the audition's shoes. To truly sympathise what audiences know, think and feel, set up bated assumptions and preconceived notions.
Work in teams. The collaboration among team members (four or five people recommended) will provide richer and deeper insights into the issues. If possible, include people who accept directly experience working or living in the customs.
Find other ways to gather information. Information technology is important to recognize that some documents may have information gaps that will require additional inquiries (formative research) to fully empathise the potential audition. Interviews with local experts (due east.g. medical and public health staff) tin can help explain the issue and identify those most at run a risk or affected by it.
Incorporate the communication channels prioritized during the stakeholder workshop. Too consider other opportunities to achieve audiences, such equally places (e.g., schools, clinics) and events (e.g., health fairs, community events). SBCC strategies can take advantage of such opportunities to connect with audition members about the topic.
The priority audience'south perception about how the community views an issue may differ from how the community actually views the event. The perception of what the family/customs thinks often will be the deciding cistron when information technology comes to taking a health action. This can foreclose the individual from taking the best action. Addressing the misperceptions with your programme or entrada could pb to a more successful behavior modify intervention than one that does not accost misperceptions.
Audience profiles should represent the experience of real people. This will help the programme team better sympathize the audiences they are trying to reach and ensure that audience members see themselves in the messages adult for them.
No two audition profiles should wait the aforementioned; the all-time profiles utilise qualitative enquiry as a source. Profiles are living documents that should exist updated when new information becomes available.

Lessons Learned

Designing messages and activities with shared characteristics in mind increases the likelihood of audience members identifying with the consequence and feeling able to address it.

Glossary & Concepts

Priority audience refers to a group of people whose behavior must alter in order to improve the health situation. It is the virtually important group to accost considering they have the power to make changes the SBCC campaign calls for. Sometimes this is also referred to as the intended audience.
An influencing audition is made upward of those people who have the most significant and straight influence (positive or negative) over the priority audience. The influencing audience can exist at unlike levels: at the family unit level, customs level (e.g. peers, relatives, teachers, community or faith-based leaders) or national or regional level (e.g. policy makers, media personnel, government leaders).
Demographic information is statistical data (eastward.yard. historic period, sexual activity, pedagogy level, income level, geographic location) relating to a population and specific sub-groups of that population.
Psychographics are the attributes that describe personality, attitudes, beliefs, values, emotions and opinions. Psychographic characteristics or factors chronicle to the psychology or behavior of the audition.
Ideation refers to how new ways of thinking (or new behaviors) are diffused through a customs by means of communication and social interaction among individuals and groups. Behavior is influenced by multiple social and psychological factors, too as skills and environmental weather that facilitate behavior.
Ideational factors are grouped into three categories: cognitive, emotional and social. Cognitive factors address an individual's beliefs, values and attitudes (such as chance perceptions), as well as how an individual perceives what others think should be washed (subjective norms), what the individual thinks others are really doing (social norms) and how the individual thinks about him/herself (cocky-image). Emotional factors include how an individual feels about the new beliefs (positive or negative) as well as how confident a person feels that they tin perform the beliefs (self-efficacy). Social factors consist of interpersonal interactions (such as back up or pressure from friends) that convince someone to deport in a certain fashion, besides equally the consequence on an individual'south behavior from trying to persuade others to adopt the behavior as well (personal advocacy).
Gender refers to the socially and culturally constructed roles and responsibilities deemed appropriate for men and women. Such constructions influence how males and females comport. In many cases, the style a community defines gender roles and expectations disadvantages women and girls. For example, if community norms dictate that boys should consume meat and vegetables while girls become rice and porridge, mothers will accept difficulty ensuring that girls go plenty of the right foods to be healthy.
Barriers to change prevent or get in difficult to prefer a behavior. Barriers come in many forms – emotional, societal, structural, educational, familial, etc.
Facilitators of change make information technology easier to adopt a beliefs. As with barriers, they can have many forms.

Resources and References

Resource

A Field Guide to Designing a Health Communication Strategy

Conducting a Social Marketing Entrada

Leadership in Strategic Advice: Making a Difference in Communicable diseases and Reproductive Health

Ideation

The Transtheoretical Model

Theories of Beliefs Change

References

O'Sullivan, G.A., Yonkler, J.A., Morgan, Westward., and Merritt, A.P. A Field Guide to Designing a Health Communication Strategy, Baltimore, MD: Johns Hopkins Bloomberg Schoolhouse of Public Health/Center for Communication Programs, March 2003.
The Market Pro. Knowing Your Audience – Demographics and Psychographics.
UNICEF (2008). Writing a Communication Strategy for Development Programmes: A Guideline for Programme Managers and Communication Officers.
The Health Communication Unit of measurement, Centre for Health Promotion. Online Wellness Programme Planner. University of Toronto.

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