Identify Primary and Secondary Audiences
SBCC programs should recognize the importance of key secondary audiences and seek to identify them and devise ways of actively engaging them to promote the desired behaviors in the primary audience.
When identifying secondary audiences, consider the following:
- What groups or individuals have the most influence over the behavior of the primary audience?
- How do they exert that influence?
- What benefits would the secondary audience receive from serving as a program intermediary?
- What might be the barriers to involving them in the program?
- What is their knowledge, attitudes and behaviors regarding the SRH issue?
Using our cast of characters, some secondary audiences might include:
|Primary Audiences||Potential Secondary Audiences|
|Teenage males, in- school, middle to high socio-economic status
Think of: Etienne
|Young females, low socio-economic status, without regular school attendance
Think of: Awa
|Older adolescent females, some school, unemployed, middle to low socio-economic status, with a child/children
Think of: Nadia
The primary intended audience is the population whose behavior you want to change.
The secondary intended audience is the population that interacts with and influences the primary audience.