Identify your primary audience

Your campaign will be designed to change the IYCF behaviours of the primary or priority audience to improve the nutritional status of infants and young children. This is usually parents and caregivers because they make feeding decisions for infants and young children. However, some campaigns may prioritise other groups in the primary audience depending upon their location, aims or complementary programming. Click here for more information.

Identifying primary and influential audiences

You should think about the primary audience as being made of several smaller groups. By doing so and using key characteristics, this will help your team learn from them effectively.

It is likely that you will create primary audience sub-groups based on age and gender. When we think about groups created by age and gender, each group is likely to have different goals, aspirations, media use behaviours and hobbies.

You may also consider creating sub-groups based on family size; socioeconomic status; education level; where they live, for e.g., urban, semi-urban, rural; media use; and other factors. If your team has campaign creation experience, you may also consider creating sub-groups based on the type of messaging that is likely to be relevant to the group based on their lived experience, for e.g., food security, healthcare utilisation, or based on how difficult a group is reached with common messaging channels, like migrant groups and displaced persons.         
 

An audience analysis tool is available and can be used to select the audiences for your campaign.