Social Marketing
Nutrition and Physical Activity


Plan Components for the Problem Description

II. Target audienceII. Target Audience

The second plan component is the target audience. You will need to understand which groups of people need to change their behavior to positively impact the problem. Developing this understanding begins the process of selecting a target audience.

In the problem description phase, complete the following activities to identify the target audience and learn more about them:

  • Determine the criteria for selection.
  • Identify potential broad target audiences (who should change behavior).
  • Identify potential secondary audiences (those who influence the primary target audience).