To continuously engage an audience online, it is important to put our message where they are already having conversations and develop compelling content that aligns with the audience’s values. Too often, health campaigns ignore their audience’s interests in their message development and strategic planning. Segmentation helps us understand who is at risk and who is not; then we can tailor our approach to the audience most in need.
In his Plain Talk 2017 session, Brandon S. Tate shared Rescue’s approach to behavior change campaigns and discuss social branding, peer crowds, and strategies for tailored and targeted messaging. Check out his presentation slides.