Target audience

Understanding Target Audience

• A target audience is a group of people which media content, such as health issues and initiatives, is intended for.
• The target audience don’t all have to be alike, but they share key characteristics, such as age, gender, economic status, education level, or health status.
• Consumer behaviours, preferences, or needs could also distinguish a target audience.
• Taking into account the target audience is essential for effective communication of health issues and initiatives.

Analysing Target Audience

• Demographics can be used to analyse the target audience, including factors such as age, gender, and location.
• Psychographics consider lifestyle, interests, attitudes, values, beliefs and health behaviours.
• Sociographics include social connections, affiliations, hobbies, and shopping behaviours.
• These analysis methods help to understand needs, behaviours, viewpoints, media consumption habits, and literacy level of target audiences.

Messaging for Different Audiences

• Tailoring the method and content of messaging to the specific characteristics of the target audience can increase both understanding and engagement.
• Use language, illustrations, examples, and formats that are appropriate and accessible for the target audience.
• Hard-to-reach populations might need unique strategies, such as utilising trusted community members or channels.
• For audiences with low health literacy, make use of plain language and clear visual aids.

Media Channels and Target Audience

• Different media channels might be more effective for different target audiences.
• Older adults may prefer traditional forms of media, such as newspapers or broadcast television.
• Younger audiences might be more likely to engage with online sources, such as social media, blogs or podcasts.
• Consider the audience’s media consumption habits and preferences when selecting the channel.
• The reach, speed, cost, and trustworthiness of different channels should also be taken into account.

Evaluating Effectiveness

• Check if the intended audience is actually being reached and if the message is understood.
• This can be done through surveys, focus groups, interviews, digital metrics, or health outcomes.
• Use this information to adjust strategies, improve messaging, and boost effectiveness.

Remember, understanding the target audience is a foundational step when communicating health issues and initiatives. Utilise that knowledge to shape strategies and maximise positive health outcomes.