Innovation Brief: The Importance of Segmentation and Tailoring Messages to Constructively Engage Men and Boys in Voluntary Family Planning

Segmentation is a common approach used by marketers to identify population sub-groups based on common characteristics to identify target audiences.

This approach is also used to tailor interventions and messaging around specific attitudes or behaviors. Transform/PHARE adapted traditional segmentation to prioritize those population segments most likely to change their behaviors and designed interventions tailored to their specific needs, behaviors and attitudes.

In Cote d’Ivoire and Niger, PHARE used segmentation to prioritize target audiences and develop effective FP interventions to increase voluntary FP uptake.

Source: Population Services International

Date of Publication: March 1, 2021