STEP 4: Targeting the Audience
In this section you will decide on your target population - the group(s) of people you most want to reach.
Examples
Bert the Salmon targeted male homeowners from 25 to 54 years of age with a household income of $30,000 who were most likely to own a lawn that they cared for themselves.
Focus groups and telephone surveys indicated that drivers were most likely to idle their engines when warming up their vehicles, waiting to pick someone up, or doing an errand. For simplicity in delivering the program, Turn It Off strictly targeted those drivers who idled their vehicles while waiting to pick someone up.
The Montreal 2000 Electric Vehicle Project focused on commercial and industrial fleets.
The AIDS Peer Education Program was designed for high school students aged 13-14, and recruited volunteer peer educators aged 15-16.
Tip: Whenever possible, base your thinking about your target audience on facts, not hunches
Tip: For suggestions on finding answers to these questions, see Getting Informed)
Tip: In many situations, demographic and psychographic differences are not very helpful in predicting who will or will not adopt a behaviour. In such cases it is better to target participants based on other factors (e. g., barriers).
Your Program
What groups are not doing the desired activity, or are not doing it as often or as thoroughly as you would like?
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What groups are discouraged or prevented from doing the desired activity by a common barrier that you can help them overcome?
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Do any of these groups have something in common that will help you reach them?
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What groups would be the most receptive to making the desired changes?
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What group would benefit the most from the desired changes?
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At what stage in life, purchasing cycle, exposure to others affected by the problem, or other critical times might people be most receptive to making the changes?
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Examples
Tip: Now that you have determined your target audience, you may want to re-visit the section on Getting Informed, to further tighten the focus of your information search.
Your Program
Go back to your answers above and check off a few groups on which to focus.
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