SAT Skills Building Session

1. Preparing for demand
creation: Know your
audience!
DARLINGTON F. MUYAMBWA

2. A brief bio
• Communicator by training and practice;
• BSc in Media and Society studies, MSc in Peace and Governance;
• Have worked for NAC, UNFPA supported Internship;
• Trained in SBCC, a C-Change practitioner;
• Experience at national, region and global level;
• Current Program Manager of SAYWHAT.

3. Students
And
Youth
Working (on reproductive)
Health
Action
Team
ABOUT MY ORGANISATION

4. 1. Create segmented and prioritized audiences for
effective demand creation;
2. Create communication objectives (for each audience
segment) based on obstacles to change;
3. Decide key strategies (advocacy and/or social
mobilisation and/or behavior change communication);
4. Use the theoretical base and the socio-ecological
model for demand creation.
SESSION OBJECTIVES

5. Audience segmentation and prioritisation
• Segmenting means dividing and organizing populations into
smaller groups/audiences who have similar communication-
related needs, preferences, and characteristics. Through segmentation, a
program can achieve the most appropriate and effective ways to
communicate with various groups. Segmentation helps a program to
prioritize limited resources by reaching a defined audience with more
intensity and potentially higher impact than it would in trying to reach the
whole population.
• To establish the most affected, directly influencing and indirectly influencing
we should ask the questions:
1.What group of people would be most important to reach to bring about
change?
2.Which other groups play key roles in influencing them?
3.How do these different groups have an impact on the problem? What
groups might provide the tipping point to motivate change?

6. Key Strategies of Social and Behavioural
Change Communication (SBCC) Primary audience:
Clients/People most affected
Secondary audience:
People who influence
your primary audience
(peers; social referents)
Tertiary audience:
Policymakers
Media professionals
Supervisors, boards of
directors

7. In Buzz groups: Using the Albania Example
Lets Discuss:
1. What group of people would be most important to reach to
bring about change?
2. Which other groups play key roles in influencing them?
3. How do these different groups have an impact on the
problem? What groups might provide the tipping point to
motivate change?
4. What are the power relations between the groups?

8. Bases to segment by:
Objective General Inferred General
• Age • Personality
• Income • Lifestyle
• Sex
• Risk preferences
• Residence
• Media preferences
• Race
Obj. Behavioral Inferred behavioral:
• Access to health care • Self-efficacy
• Past behaviors • Perceived benefits/costs
• Distance to sources • Stage of behavior change
• Behavior of peer group/village/family
• Social norms
• Perceived risk/Perceived severity

9. AUDIENCE PROFILING
An audience profile is a way to obtain
a personal sense of the people to be
reached through SBCC efforts. Focus
first on the primary audience and
think about what is known about
them.

10. AN EXERCISE ON AUDIENCE PROFILING:
DRAW A BODY OUTLINE OF A TYPICAL MEMBER OF THIS
AUDIENCE AND WRITE A BRIEF DESCRIPTION OF A SINGLE PERSON AS A
COMPOSITE OF THE GROUP.
YOU CAN DO “A DAY IN THE LIFE”

11. • Even within an audience subgroup, there may be
many important differences with respect to the
behavior you are promoting;
• Establishing barriers assists us with identifying
the “tipping point” for change;
• Accurate Data is important to address Barriers
than assumptions.
• A good barrier Analysis also assists us with
Barriers positioning
• Positioning is about creating a memorable cue
for the audience

12. Barriers
Communication Desired Change
Objectives

13. Barrier Analysis
We have been focusing so much on messaging and communication, why, then,
do we still deal with similar problems?
•Personal or social change is not an easy thing and tends to take time;
•People’s reasons to ignore, fear, or resist change are serious enough to closely examine.;
•For example, if people fear the chemicals on malaria nets more than the disease—with which
they have been living for generations—this fear provides strong motivator to not use a net. In
addition lack of services, alternatives, and opportunities often limit what people do.
When thinking about barriers, think big. For example, although it may seem that the main
barrier keeping a young girl from protecting herself from HIV is lack of knowledge about
condoms, the bigger barrier might be her lack of hope for her future, lack of power, fear
of conflict in her relationship with her intimate partner, or inability to speak her mind. Use
data as much as possible to examine real barriers to change!

14. Matrix of change (linking audiences, desired change,
barriers & objectives-that address barriers)
Audience Desired Change Barriers Communication Objectives
Segment Motivation, ability Contextual or behavioral Addressing Key Barriers
to act, social norm, reason(s) why the
policy, audience is not doing it
service,
community
structure, or other
change
EXAMPLE: Use condoms Male gender norms identify male By the end of the program, there will
Men 40 sexual performance as essential be an increase in the number of rural
and older to manliness; Fear that condom males ages 40 and older in
in rural use will interfere with sexual Mphumalanga (rural area of South
South performance social norm among Africa) who have learned to feel
Africa their age group is not to use confident when they use condoms.
Task Lets look at these audiences condoms

15. An Exercise: Matrix of change
Audience Desired Change Barriers Communicatio
Segment Motivation, ability to act, Contextual or n Objectives
social norm, policy, behavioral Addressing
service, community reason(s) why the Key Barriers
structure, or other change audience is not doing it
Journalists and editors who Improve the quality and
cover social issues in increase the frequency of
magazines, newspapers, radio, reporting on family planning
and TV in urban Albania (FP) and reproductive health
(RH) issues
Female students in tertiary Use of Female Condoms
institutions
Nurses in district clinics Provision of Youth Friendly
services to adolescence

17. Questions:
darlington@saywhat.org.zw/fariedarlie@gmail.com
Skype: fariedarlie