Course Overview
Social Marketing Basics
Phase 1
Module 2
Module 3
Module 4
Module 5
Module 6

Plan Components for the Problem Description

II. Target audience

Identify Potential Broad Target Audiences
It can be tempting to choose the population most at-risk for the health problem (and priorities demand this at times), but keep in mind that your intervention might have more success if it targets a different group.

First, you may want to address an audience who is already on the road toward behavior change, the "low hanging fruit," to demonstrate some success. Then you can use what you learn with audiences who have further to go.

One advantage of this approach is that changing the behavior of the more challenging audiences should be easier when you've already started creating norms around the behavior.