Blog Post

Audience Management for Successful Public Health Campaigns

Audience management is an important aspect of any social media marketing strategy. This is especially true for public health marketers trying to disseminate information about sensitive health topics. Sexual health and education are often seen as taboo and require in-depth knowledge of your audience to be successful.

Knowing Your Audience

It is not uncommon for individuals to be a bit uncomfortable or embarrassed when asking health-related questions, especially those surrounding reproductive and sexual health. Therefore, it is important to identify both your audience and their needs in order to tailor campaign messaging. Layla’s Got You was a successful multimedia campaign by the Public Good Projects out of Syracuse, NY to increase contraception knowledge of young Black and Hispanic women.

Collaboration is Key

The success Layla’s Got You stems from the incorporation of key audience members in the creation of the campaign. By collaborating with their intended audience, developers discovered that participants felt more comfortable speaking with a trusted friend about sexual topics. Using this information allowed Public Good Projects to develop the Layla, a chat-bot that can be used anonymously to answer questions regarding sexual health. To date, it has received 4,390 messages related to contraception or sexual health.

Sexual and reproductive health is a sensitive topic that can be difficult to talk openly about. Therefore, it is important to develop culturally sensitive content to connect people with the information they need. By collaborating with audience members to develop content, marketers can improve community buy-in and reduce negative health outcomes.