Social Marketing
Nutrition and Physical Activity


Step 1: Analyze Information Gaps

photo of a mother and child doing yoga togetherII. Target audienceII: Target Audience

Parents and Children as Secondary Audiences
The concepts of primary and secondary target audiences can be especially confusing when you are working with children and their parents. It can be difficult to untangle whether you want to change the parent's behavior or the child's behavior because many times you'd like to change both. If you want to change the child's behavior, you still may need to focus your program on parents or other secondary audiences as if they were a primary target audience, because their behavior changes will impact the children's behavior. Conversely, you may design an intervention to change parents' behaviors where you direct activities or messages towards children so that they will influence their parents. What's important is understanding how each group influences the other.