07| TARGET AUDIENCE ANALYSIS, Exams of Community Health

Download 07| TARGET AUDIENCE ANALYSIS and more Exams Community Health in PDF only on Docsity!

TARGET AUDIENCE

ANALYSIS

07 | TARGET AUDIENCE ANALYSIS

Main purpose to analysis target audience is to specifically define programme audience,

understand their characteristics and what motivates them.

Ask: What is the problem, and WHO SPECIFICALLY can help to solve it?

For immunization these can be: Caretakers, Community Leaders, Community Health

Workers, Traditional Healers, Dispensary Staff, Religious and Traditional Leaders, Health

Supervisors, District and State Officials, National Officials/Policymakers, National Oversight

Bodies, National Partners, National Associations, Media, etc.

Segment the audience as much as possible:

• For example, if you pick “caretakers”, drill down further^ –^ is it fathers, mothers,^ and

father and mother of children of what age? mothers-in-law? If “Ministry of Finance” is

an audience, who specifically in the Ministry?

Ask:

• Which audience(s) are most important to creating the change required?
• Which are the absolute priorities?
• What are their social and demographic characteristics?

(e.g. age, education, number of children, occupation, type of homes, distance from

health centre)

• Who influences and motivates your target audience?
• What channels of information do they trust?
• What other information will help you to engage with this audience?

Below are examples of a behavioural analysis for different target audiences. Note that

communication and operations often must work together to resolve problems, and barriers at

local level may be due to national factors.