Social and behavior change (SBC) strategies are critical for encouraging positive behaviors and addressing social and structural barriers around malaria prevention and case management. SBC can foster increased uptake of antimalarials, improved provider-client interactions, and the proper diagnosis and treatment for malaria. To increase the effectiveness of SBC strategies, it is key to understand the target audience(s) of the SBC strategies and the factors driving their behavior. Audience segmentation is a technique that divides a population into groups with similar characteristics related to a topic or behavior of interest, enabling a deeper understanding of the demographic factors, norms, and attitudes that drive malaria-related behavior. The use of audience segmentation can help SBC practitioners develop interventions and messages tailored to each group’s particular characteristics and needs.
This hybrid course enables SBC and malaria practitioners to increase their familiarity with the principles of audience segmentation and the understanding of how segmentation analysis can be utilized to develop, support, and improve malaria SBC interventions. A selected cohort of participants will learn about how they can adapt solutions developed from an existing segmentation analysis to their context.
Live session 1: Tuesday, October 24, 2023 – 9:00-10:30 am ET