Chapter Nine: Strategic Target Audience

Anti Date Rape

CHAPTER NINE:
Strategic Target Audience

Chapter Nine: Strategic Target Audience

Chapter Nine : Strategic Target Audience 9.1 Proposed Primary Target Audience

9.1.1 Demographics
Age: 18-24 years old Gender: Female Education: College and university Occupation: Students Income range: RM500 RM1000 Race & ethnicity: All races Geographical location: Urban and sub-urban

9.1.2 Psychographics
Perception: Learning: Student who prefer hanging out at night and lack of awareness towards rape issue Print media (poster, flyer, magazine) Digital media (website) Broadcast media (television and campaign) Others (friends and family) Motivation & needs: Is a good way to educate them on how to be alert and aware to the peoples around them (friends, acquaintances, and partners). Attitude: Like to gain new knowledge

Personality: Optimistic, vibrant, and curious Lifestyle: Up-to-date, active and modern (enjoy night life)

Chapter Nine: Strategic Target Audience

9.2 Proposed Secondary Target Audience

9.2.1 Demographics
Age: 25-29 years old Gender: Female Education: Post-graduate Occupation: Working adults Income range: RM1000 RM3000 Race & ethnicity: All races Geographical location: Urban and sub-urban

9.2.2 Psychographics
Perception: Learning: Working adults who want to relax just to release the stress/ For working purposes Digital media (website) Broadcast media (television and campaign) Others (colleagues and friends) Motivation & needs: Is a good and effective way to educate them on their own safety (friends, colleagues, clients). Attitude: Like to be aware on the safety to care for self well-being. Personality: Conscious, organized, positive Lifestyle: Up-to-date, active and modern