AUDIENCE DEFINITION & SEGMENTATION Sample Clauses

AUDIENCE DEFINITION & SEGMENTATION. The audience for NOURISH is not monolithic, but instead is comprised of different segments, each with its own characteristics that define particular needs for information, support and motivation. Of note is that even the primary audience of caregivers is segmented to embrace and ensure that the needs of the range of women with primary responsibility for young children in the households are met. NOURISH SBCC focuses on two primary and three secondary audiences. The primary audiences are: 1. Mothers and mothers-to-be. To easily refer to and imagine this audience they will be referred to as, “Young rural mothers with limited resources.” 2. Older caregivers of children under two who are primary and/or supportive caregivers. To easily refer to and imagine this audience they will be referred as: “Older worried rural women.” Enabling (secondary) audiences include: 3. Fathers and fathers-to-be, referred to as: “Busy farmers and family protectors.” 4. Community leaders, including village and commune chiefs, referred to as: “Men with power to protect.” 5. Entrepreneurs from local small and medium enterprises (SMEs) selling WASH and agriculture products, referred to as: “Emerging revenue-driven local business owners.” • Early 20s-mid 30s • Married with 2-3 children • Seasonal employment as farmers • Poor (>30% are ID Poor) • No or little schooling (>60% • Only 60% are literate • Own and use a mobile phone at ease; watch TV at night (dramatic Thai films) • Value family happiness with traditional values • Some have little confidence to take new actions Most women in NOURISH’s target areas are married and live near or with their extended families, and have two or three children. They range in age from early twenties to mid-thirties. The vast majority are farmers. Mothers tend to stay at home with infants until five months of xxx, and then most return to farm work, which is seasonal (except Battambang where fieldwork is year-round). Women have extremely limited time for new actions or activities, especially during farming periods. Mothers value their roles as mothers and wives above all else. The family is the central organizing structure in their lives, and the key to their happiness. Most mothers want a better future for their children, while maintaining traditional values. Women have lower status than men; the traditional moral code tasks women with serving their husbands as well as doing all housework and childcare as well as family finances. As a result, women see m...