• • • •
Likely and willing to change their behaviour Easily accessible by you or your partners One that fits in with your organization’s priorities Have behaviours that are relatively easy to change
Much like the assessment of resources, gathering of secondary data is also recommended on your initial list of target audiences. Reviewing these will be helpful to determine which gaps are not being answered by these secondary data (i.e., knowledge on the rules and regulations of the MPA, attitudes on supporting of reporting illegal fishing). In selecting the final target audience, SM Lite planners must prioritize which ones are the most important to the team. Is it more important to work with a high-risk or difficult audience, or is it more important that the campaign aims for early success by starting with a target audience who are already in the high level of the behaviour continuum or can easily adopt to the new desired behaviour? What happens if the team wants to work with an audience who is difficult, will there be sufficient capacity and resources to support the required SM Lite resources to help them change their behaviour? Work with your planning team to prioritize criteria. Which are most important? Which are ones that would be nice but aren’t crucial? Once you know this, then you can start focusing on segmenting your target audience and zoom into the intended knowledge, attitude and practices/behaviour change for this target audience. Also, it helps to consider potential secondary audiences or influencers to your target audience. These audiences are the people who can help support or hinder the desired behaviour change of your SM Lite campaign. Guide questions in identifying an appropriate Target audience, segmenting the target audience and understanding broad behaviour is available as Annex A.
3
Diagnose
Frame the target audience’s emotion, intellect and will SM Lite pilot sites utilized Rare’s Theory of Change (ToC) to help them visualize the change they want to happen in their campaign. The ToC is considered by Rare as a campaign pipeline that sets out the kind of behaviour change that the target audience would adopt to achieve long term conservation results. In particular, Knowledge (K) refers to what the target audience should think, Attitude (A) is the heart –what the campaign aims for them to feel; Interpersonal Communication (IC) refers to the mouth- what are the the positive things the target audience should discuss with others about the MPA, Behavior Change (BC) refers to how K, A, IC translates into positive actions in support of the SM Lite Campaign, while Barrier Removal (BR) is the factor outside of the person, but the person or other groups have to overcome. Thus the succeeding elements of the ToC are assumed to lead to behaviour change, threat reduction and conservation results.
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Social Marketing Lite Adaptation to Climate Change in Coastal Areas ACCCoast Project
