Practical session: preparing for demand creation. Know your audience!
Preparing for demandcreation: Know youraudience!DARLINGTON F. MUYAMBWA
A brief bio• Communicator by training and practice;• BSc in Media and Society studies, MSc in Peace and Governance;• Have worked for NAC, UNFPA supported Internship;• Trained in SBCC, a C-Change practitioner;• Experience at national, region and global level;• Current Program Manager of SAYWHAT.
StudentsAndYouthWorking (on reproductive)HealthActionTeamABOUT MY ORGANISATION
1. Create segmented and prioritized audiences foreffective demand creation;2. Create communication objectives (for each audiencesegment) based on obstacles to change;3. Decide key strategies (advocacy and/or socialmobilisation and/or behavior change communication);4. Use the theoretical base and the socio-ecologicalmodel for demand creation.SESSION OBJECTIVES
Audience segmentation and prioritisation• Segmenting means dividing and organizing populations into smaller groups/audiences who have similar communication- related needs, preferences, and characteristics. Through segmentation, a program can achieve the most appropriate and effective ways to communicate with various groups. Segmentation helps a program to prioritize limited resources by reaching a defined audience with more intensity and potentially higher impact than it would in trying to reach the whole population.• To establish the most affected, directly influencing and indirectly influencing we should ask the questions:1.What group of people would be most important to reach to bring about change?2.Which other groups play key roles in influencing them?3.How do these different groups have an impact on the problem? What groups might provide the tipping point to motivate change?
Key Strategies of Social and BehaviouralChange Communication (SBCC) Primary audience: Clients/People most affected Secondary audience: People who influence your primary audience (peers; social referents) Tertiary audience: Policymakers Media professionals Supervisors, boards of directors
In Buzz groups: Using the Albania Example Lets Discuss: 1. What group of people would be most important to reach to bring about change? 2. Which other groups play key roles in influencing them? 3. How do these different groups have an impact on the problem? What groups might provide the tipping point to motivate change? 4. What are the power relations between the groups?
Bases to segment by:Objective General Inferred General• Age • Personality• Income • Lifestyle• Sex • Risk preferences• Residence • Media preferences• RaceObj. Behavioral Inferred behavioral:• Access to health care • Self-efficacy• Past behaviors • Perceived benefits/costs• Distance to sources • Stage of behavior change• Behavior of peer group/village/family • Social norms • Perceived risk/Perceived severity
AUDIENCE PROFILING An audience profile is a way to obtain a personal sense of the people to be reached through SBCC efforts. Focus first on the primary audience and think about what is known about them.
AN EXERCISE ON AUDIENCE PROFILING:DRAW A BODY OUTLINE OF A TYPICAL MEMBER OF THISAUDIENCE AND WRITE A BRIEF DESCRIPTION OF A SINGLE PERSON AS ACOMPOSITE OF THE GROUP.YOU CAN DO “A DAY IN THE LIFE”
• Even within an audience subgroup, there may be many important differences with respect to the behavior you are promoting; • Establishing barriers assists us with identifying the “tipping point” for change; • Accurate Data is important to address Barriers than assumptions. • A good barrier Analysis also assists us withBarriers positioning • Positioning is about creating a memorable cue for the audience
Barrier AnalysisWe have been focusing so much on messaging and communication, why, then,do we still deal with similar problems?•Personal or social change is not an easy thing and tends to take time;•People’s reasons to ignore, fear, or resist change are serious enough to closely examine.;•For example, if people fear the chemicals on malaria nets more than the disease—with whichthey have been living for generations—this fear provides strong motivator to not use a net. Inaddition lack of services, alternatives, and opportunities often limit what people do.When thinking about barriers, think big. For example, although it may seem that the mainbarrier keeping a young girl from protecting herself from HIV is lack of knowledge aboutcondoms, the bigger barrier might be her lack of hope for her future, lack of power, fearof conflict in her relationship with her intimate partner, or inability to speak her mind. Usedata as much as possible to examine real barriers to change!
Matrix of change (linking audiences, desired change, barriers & objectives-that address barriers)Audience Desired Change Barriers Communication ObjectivesSegment Motivation, ability Contextual or behavioral Addressing Key Barriers to act, social norm, reason(s) why the policy, audience is not doing it service, community structure, or other changeEXAMPLE: Use condoms Male gender norms identify male By the end of the program, there willMen 40 sexual performance as essential be an increase in the number of ruraland older to manliness; Fear that condom males ages 40 and older inin rural use will interfere with sexual Mphumalanga (rural area of SouthSouth performance social norm among Africa) who have learned to feelAfrica their age group is not to use confident when they use condoms. Task Lets look at these audiences condoms
An Exercise: Matrix of changeAudience Desired Change Barriers CommunicatioSegment Motivation, ability to act, Contextual or n Objectives social norm, policy, behavioral Addressing service, community reason(s) why the Key Barriers structure, or other change audience is not doing itJournalists and editors who Improve the quality andcover social issues in increase the frequency ofmagazines, newspapers, radio, reporting on family planningand TV in urban Albania (FP) and reproductive health (RH) issuesFemale students in tertiary Use of Female CondomsinstitutionsNurses in district clinics Provision of Youth Friendly services to adolescence