Step 3: Identify your audience

Your target audience should be the people whose behavior you want to influence or change.

If you are, for example, looking to encourage timely childhood vaccinations, you may want to target parents, caregivers or other influential family members with your communications. Or, you may want to target specific community or religious leaders to encourage vaccination among their networks and communities. 

Segmenting your audiences can help you design more tailored strategies to reach and engage them.