Social Marketing
Nutrition and Physical Activity


Step 1: Analyze Information Gaps

II. Target audienceII: Target Audience

Ways to Segment
The key to audience segmentation is to divide your audience by meaningful factors that are relevant to the adoption of the desired behavior. What separates the people who do the desired behavior from those who don't?

Many public health professionals tend to segment audiences based on disease burden or risk, or by using demographic characteristics. Yet, these characteristics may not be the most important factors when it comes to behavior change, even though those data are usually easiest to find. People who fall into the same demographic category can be very different from one another with regards to nutrition and physical activity behaviors.