Targeting: The Audience

• Men

  • Estranged fathers
  • Live-in Boy Friends
  • Step-fathers

• Temporary Caregivers

  • Babysitters
  • Friends, Family Members

• Mothers (As Gatekeepers)

Previous slide

Next slide

Back to first slide

View graphic version

Targeting the audience was a first key to the design of our information campaign.
Recent research indicates that if we combine men and teenage babysitters as the ultimate target of messages, we will be concentrating our prevention effort where it can have the highest impact.

We noted that mothers, while much less frequently perpetrators themselves, are the key gatekeepers when it comes to SBS prevention.
So we target them as the primary recipients of training on SBS prevention, and empower them to lay down the rules with men and babysitters who have access to their children.

Our campaign’s communication chain:
Army Headquarters level

Family Advocacy Program Managers at installations all over the world.
local commanders, community educators (early childhood teachers, babysitter trainers, etc) who in turn get the message to mothers.

Many FAP managers deliver training programs directly to the mothers or to mothers and fathers together.

So, a consistent view of the strategy for timing needs to be understood all the way down the line.