TABLE 2.

Primary, Secondary, and Tertiary Audiences of BCC Activities

LevelType of AudienceSpecific Audience
Village/tola/community levelPrimary audience:
Will be carrying out the intended action and therefore the prime target for BCC interventions
  • Patients and families in the endemic areas

  • Communities and clusters living in damp humid areas and near vegetation, especially certain vulnerable sections of the population (excluded communities and marginalized groups)

  • Workers in agricultural fields and in cowsheds

  • Pregnant women and families with children residing in the endemic areas

Village/tola/community levelSecondary audience:
Responsible for facilitating the desired action toward successful behavior change
  • Community-level key influencers and opinion leaders such as PRI members, religious leaders, SHGs/AGGs/youth groups, school teachers/headmasters

  • Children in middle and secondary schools

Village/block levelSecondary audience:
Responsible for facilitating the desired action toward successful behavior change
  • MoICs, frontline health workers (if any), and active SHG women

District, state, and national levelTertiary audience:
Responsible for providing an enabling environment for sustained behavior change
  • Policy makers and program managers

  • Abbreviations: AGG, adolescent girls' group; BCC, behavior change communication; MoIC, Medical Officer In-Charge; PRI, Panchayati Raj Institution; SHG, self-help group.