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Part 2 > Essential Element 3 >Identify Primary and Secondary Audiences
When you think of all the people you want to reach with your SBCC program, they could fall into two groups: primary and secondary audiences.
SBCC programs should recognize the importance of key secondary audiences and seek to identify them and devise ways of actively engaging them to promote the desired behaviors in the primary audience.
When identifying secondary audiences, consider the following:
- What groups or individuals have the most influence overthe behavior of the primary audience?
- How do they exert that influence?
- What benefits would the secondary audience receive fromserving as a program intermediary?
- What might be the barriers to involving them in theprogram?
- What is their knowledge, attitudes and behaviors regardingthe SRH issue?
Using our cast of characters, some secondary audiences might include:
Primary Audiences | Potential Secondary Audiences |
---|---|
Teenage males, in- school, middle to high socio-economic status Think of: Etienne |
|
Young females, low socio-economic status, without regular school attendance Think of: Awa |
|
Older adolescent females, some school, unemployed, middle to low socio-economic status, with a child/children Think of: Nadia |
Definitions
The primary intended audience is the population whose behavior you want to change.
The secondary intended audience is the population that interacts with and influences the primary audience.
Reminder!
Even when you are trying to improve the health of urban adolescents, they themselves may not be the primary audience.For example, an SBCC program might want to increase communication between parents and their children. In this case, the primary audience would be parents andthe secondary audience would be the children. For a program to prevent teachers from engaging in sexual relationships with students, teachers and school administrators might be the primary audience and female students the secondary audience.