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Campaign Behavioral Objective 229

marketing. That style includes designing a brand name and logo for a health
product or service; selling those products at subsidized or affordable prices
through local commercial channels and other networks; and generating demand
for the products and practices through large-scale, targeted, behavior change
communications (BCC).

TA RG E T A U DI E NCES

When the national SWS program was launched in 2000, there were two types of
target audiences.

Primary Target Audience
The primary target audience was 15- to 49-year-old mothers/caregivers of chil-
dren under the age of 5. The primary target audience was the intended pur-
chasers and users of SWS in the home. PSI Madagascar’s experience with other
maternal and child health interventions such as insecticide-treated mosquito
nets for malaria prevention indicated that mothers or caregivers of young chil-
dren were the most likely consumers of a new child health product. Caregivers
were added to the target audience in order to include grandmothers, aunts, and
sisters, who, in traditional Malagasy culture, often become temporary or perma-
nent caregivers for young children.

Secondary Target Audience
Government employees and policy makers were the secondary target audi-
ence. Government employees and policy makers were also targeted with com-
munication messages to create knowledge of and support for the national
SWS program.

C A M PA IG N B E H AV IOR A L OB J EC TI V E

The program had the behavioral objective of increasing correct and consistent
use of a SWS product. The program intended to achieve this objective on a na-
tional scale and to measure the performance of the program against national
health indicators.
PSI’s Research and Metrics Department developed a social marketing proj-
ect framework in 2004. The framework, called PERForM, describes the social
marketing process, identifies key concepts important for designing, monitoring,