Step 1: Analyze Information Gaps
II: Target Audience
Parents and Children as Secondary Audiences
The concepts of primary and secondary target audiences can be especially
confusing when you are working with children and their parents. It can be
difficult to untangle whether you want to change the parent's behavior or the
child's behavior because many times you'd like to change both. If you want to
change the child's behavior, you still may need to focus your program on parents
or other secondary audiences as if they were a primary target audience, because
their behavior changes will impact the children's behavior. Conversely, you may
design an intervention to change parents' behaviors where you direct activities
or messages towards children so that they will influence their parents. What's
important is understanding how each group influences the other.
|