Lesson 7 Handout 4: Who’s Who in Behavior Change For some Behaviors you have to be careful about identifying the group to work with. Example: exclusive breastfeeding (EBF) Ideal Behavior: Mothers only feed breast milk to their infants from birth to 6 months of age. Priority Group that practices the Behavior and Audience among whom to Target audience for behavior conduct the formative Target audience for behavior change activities research change Support and promotion activities Mothers of infants under 6 Mothers with infants Pregnant women months of age 7–9 months of age For all Behaviors that should have been practiced in a past timeframe (e.g., seasonal agricultural practices, immediate breastfeeding, assisted delivery), the audience for the formative research will NOT be the same as the Priority Group (people currently practicing).
Lesson 7 Handout 4: Who’s Who in Behavior Change For some Behaviors you have to be careful about identifying the group to work with. Example: exclusive breastfeeding (EBF) Ideal Behavior: Mothers only feed breast milk to their infants from birth to 6 months of age. Target audience for behavior change activities Priority Group that practices the Behavior and Target audience for behavior change Support and promotion activities Audience among whom to conduct the formative research Pregnant women Mothers of infants under 6 months of age Mothers with infants 7–9 months of age For all Behaviors that should have been practiced in a past timeframe (e.g., seasonal agricultural practices, immediate breastfeeding, assisted delivery), the audience for the formative research will NOT be the same as the Priority Group (people currently practicing).