Alcohol Education Guide
to Reducing Harmful Drinking

Program Design

Target Audience

In the background research section, you thought broadly about your Target audience. Now is the time to be specific.

The scope of your target audience (how wide-ranging or narrow it is) will determine the type of program you select. For example:

  • Universal programs are directed at whole populations without differentiating between groups.
  • Selective programs may target groups at increased risk for harm.
  • Indicated programs may target individuals engaged in a risky behavior or individuals with emerging problems.


Who will be reached by your program or intervention?

Below are some useful examples of target audiences:

  • General population (men, women, both men and women);
  • Children younger than 10 years of age;
  • 10 - 14 year old children, or students;
  • Middle school students;
  • High school students;
  • Young adults / University students, 18 - 21 years old;
  • Parents;
  • Teachers or coaches;
  • Adults of legal drinking age;
  • Particular sub-groups (e.g. athletes, social organizations, males / females, ethnic / racial groups, socio-economic groups);
  • Vulnerable populations (underage youth, pregnant women, marginalized groups);
  • Servers and retailers
  • Practitioners;
  • Community members or leaders.

The examples above are broad categories that may include your target audience, but you may want to narrow the focus by gender, age, ethnicity, educational level, or any number of other variables. 

When you describe your program’s target audience below, be as specific as possible. For example, your target audience might be as specific as female students 12 to 14 years old at ten public schools in Mexico City. Keep in mind that your program may have both a primary and a secondary audience.

Write in your target audience(s) below. This information will be saved to your profile and used in an upcoming step to develop SMART objectives.

My primary target audience is:

My secondary target audience is:

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Target audience

the particular group to which the program is aimed. For example, young people.