Health Campaigns: Targeting

Targeting helps to ensure that health campaigns are appropriate for a particular population group. Targeting refers to which population groups are the focus of campaign messages as well as the process of matching message channels, content, and design to the needs and preferences of those population groups. Segmentation and targeting are fairly standard health campaign practices. Targeting health campaign messages to culture, or using culturally targeted messages, is particularly common, along with targeting to a variety of demographics. Individual differences variables, such as beliefs and self-efficacy, are also frequently employed to target health campaign messages. Although targeting can be a useful tool for health campaigns, it is also prudent to consider potential unintended, negative effects and ethical implications of targeted messages. Targeting differs from tailoring, another technique for segmenting and customizing health messages, in the degree of segmentation and customization employed. Targeted messages are the same for each member within a particular audience segment, whereas tailored messages are customized for each individual within an audience segment. Although differences between the two techniques/message types warrant mention here, an in-depth discussion of the differences is beyond the scope of this entry.