1. Know your audience
Step 3

2. 1. KNOW YOUR ISSUE
2. KNOW YOUR
behaviour OBJECIVE
3.KNOW YOUR
AUDIENCE
4. STRATEGY MIX
MIX OF IEC
MATERIALS
5. Develop & Pre-
Test MESSAGES
6. IMPLEMENT &
MONITOR
7. EVALUATE
7-STEPS

3. The communication compact

4. AUDIENCE RESEARCH: WHY
• SHC without audience research fails!
• “Nothing about us, without us”
• TO KNOW FOR SURE:
– what “stage of change”
– what will motivate audience to change.
– what barriers stand in the way of change.
– preferred communication methods & sources.

5. STAGES OF CHANGE

6. AUDIENCE RESEARCH: WHEN?
• Before develop your communication
– Formative Research
• While developing your communication
– Checking messages
– Developing messages WITH YOUR AUDIENCE
• After developing your communication
– Pre-Testing
– Tracking Survey

7. AUDIENCE RESEARCH: HOW?
• Focus Group Discussions
• Key Informant (Stakeholder) Interviews
• Audience Portraits (with your audience)
• Workshops
• Day in the Life Of (DILO)
• Top of Mind Activity (TOMA)
• Risk/Community Mapping
• KAP (Knowledge, Attitude & Practices)
Surveys
• Barriers - Benefits Analysis

9. AUDIENCE PORTRAITS
• A picture of a typical member of your
audience.
Helps you find out about:
– What audience already knows.
– What attitudes they have towards the behaviour
you are promoting.
– What they care about / what you could say to
persuade them to change
• Best done with your target audience!!

11. AUDIENCE PORTRAIT: Part 1
• What is his/her name?
• How old is he/she?
• Where does she live?
• What does s/he do on weekends?
• Does s/he work? If so, what does s/he do?
• What community/social groups does s/he belong to?
• Who does s/he speak to about health issues?
• What MOTIVATES him/her?
• What are his/her dreams for the future?
• What does s/he care about RIGHT NOW?
• Media preferences (from who and how do they want
to hear messages)

12. AUDIENCE PORTRAIT: Part 2
• What does your audience already know about CC &
health?
• What misinformation/myths do they have about CC?
• What are their attitudes towards the behaviour you are
promoting?
• Do they need any skills to do the behaviour you are
promoting?
• WHAT IS THEIR STAGE OF CHANGE?
CHECK YOUR ASSUMPTIONS!!!!
USE RESEARCH!

13. AUDIENCE PORTRAIT: Part 3
• Barriers/Obstacles to change
– What is standing in the way of doing what you
promote?
– Why aren’t they doing it now?
• Benefits of Change
– What benefit do audience members already associate or
could associate with the behaviour you are promoting?

14. Your turn
• Develop an audience portrait using the
handout as a guide.
• Pay most attention to: BARRIERS TO
CHANGE & STAGE OF CHANGE
• VERY IMPORTANT: NOTE AREAS WHERE
YOU NEED MORE RESEARCH.

15. OTHER AUDIENCE RESEARCH
METHODS

16. FOCUS GROUP DISCUSSIONS
• 10 – 15 questions MAX
• 8 – 10 people
• 1.5 – 2 hours MAX
• RELAXED & INFORMAL!!!!
• EXPLORES: Attitudes, Risk Perception,
Benefits, Barriers, Media Preferences

17. KAP SURVEYS
• Same as a pre and post test
• Questions about knowledge, attitudes &
practices (& media preferences)
• Simple: 15 – 50 questions (100 – 150 sample)
• Complex: 50 – 150 questions (300 – 500 sample)
• See handouts

18. KAP: KNOWLEDGE & ATTITUDES

19. KAP: PRACTICES

20. BENEFITS
BEHAVIOUR CHANGE
BARRIERS Structural
Attitudinal
Cultural
BARRIER – BENEFIT ANALYSIS

21. BARRIER – BENEFIT ANALYSIS
BARRIERS MISINFORMATION BENEFITS

22. CONTACT
Nicol Cave
Team Leader: Strategic Health
Communication
Secretariat of the Pacific Community
nicolc@spc.int