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Paper Instructions:
Health Communication Campaign Design
Audience Analysis
Our target audience for STD testing ranges from adolescents and young adults to gay, bisexual and other men who have sex with men (MSM). Adolescents and young adults between the ages of 15-24 experience a heavier toll of STDs. Young people account for 50% of the 20 million new cases of STIs in the United States each year (CDC, 2014). There are many factors that contribute to the higher rates of STDs among gay, bisexual, and other MSM where they may encounter homophobia, stigma, and discrimination, which can negatively influence their health. This diverse community is disproportionately affected by syphilis, HIV, and other STDs. Some behaviors that our target audience is engaging in that puts them at risk for both STDs and HIV are: having any type of sex without a condom; having multiple sex partners; having anonymous sex partners; and having sex under the influence of drugs or alcohol (CDC, 2015).
Audience Segmentation
Behavioral
-Sexually promiscuous, Attend parties, Go to bars, Have blind-dates, Is set-up through family or friends, Subscribe to dating applications, Single, Serial dater, “The booty call”, FWB, NSA, One-night Stands, Dinner parties and events
Cultural
-English-speaking, All religions, All races, Social club affiliations (lifestyle)
Demographic
-College students, Working/non-working, Lower/middle class, Resides in Los Angeles (Valley, West LA, East LA, South LA), Roommates.
Physical
-Males and females, Ages 15-24, Know/do not know their STIs (Chlamydia, Gonorrhea, Syphilis) or HIV/AIDS statuses, Know your partner(s)
Psychographic
-Sexual orientation, Social-butterfly, Invincible, Time of experimentation, No responsibilities, Commitment issues, Player/womanizer, Man-eater, Confident, Low self-esteem, Depression, Financial independence, The bachelor pad, Roommates that share the same behavioral, multicultural, and psychographic qualities
