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Tool: Audience Analysis
Tool: Audience Analysis
Introduction
Infant and young child feeding
Social behaviour change communication objectives
How to use the toolkit
Planning
Prepare the campaign
Gather a team
Create a timeline
Programme budget
Conduct a situation analysis
IYCF indicators and results
Audience analysis
Identify your primary audience
Develop audience profiles
Learn from your primary audience
Identify your programme goal
Name your programme
Development
Recruit and engage a creative agency
Prepare for the Request for Proposals (RFP)
Develop a RFP Package
Agency selection
Starting to work with your creative agency
Develop a campaigns and communication strategy
Strategic communication approaches
Campaign activities
Creative development
Creative concept
Campaign identity
Campaign messages
Other creative assets
Pre-testing
Implementation
Media plan and rationale
Campaign in a Box campaign materials
Close out the programme
Monitoring and evaluation
Develop a monitoring and evaluation plan
M&E Plan
M&E methodologies
Choose your M&E activities
Campaign input and activity indicators
Behavioural determinant and outcome indicators
Behavioural outcome indicators
Impact indicators
Schedule and conduct M&E activities
Data sources and collection intervals
Planning for data collection
Analysis and reporting plan