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None of the categories are pertinent to the campaign that I devised, because I had developed an internal communications and advocacy plan for a restructuring organization, based on a real-world example that I was involved in.

However, if I were revisiting the exercise I would devise a campaign focused on mothers. They play an essential role in behavior-creation and therefore are vital agents of change.

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I would select Government (both at national and local level) as their role is crucial in determining the success of my campaign. As the Government, they are able to facilitate the development of regulatory framework for the issue we advocate which is important in making the advocacy message be implemented.

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Mothers:
Mothers between 30 and 50 with adolescent sons and daughters are an important audience for the prevention of adolescent pregnancies. Facebook and Instagram are useful tools, but Tiktok since the pandemic has become a platform for fun, humor and quick information. There are doctors who give tips on sexual and reproductive health in Tiktok videos and live.

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I would select government officials. My focus is to raise awareness about menstrual hygiene in girl's schools in Red sea state in Sudan.
I would target government officials to be part of the campaign and to give me
-easier access to schools
-to build the capacity of teachers to act as menstrual hygiene advocates.
-to support in supplying recyclable pads.

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disabled individuals
- As the human rights to water and sanitation clearly states to not leave nobody behind, this clearly includes disabled individuals. Approaching this audience group directly and engaging with them helps to give them a voice and also helps us to adapt our messages according to their needs which will further on establish higher reputation for the brand and lead to more awareness on the topic of the campaign and the campaign itself.

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Selected group: Government Officials

The Ministry of Popular Power for Women and Gender Equality of Venezuela could be an important ally to unite both public and private sectors in the promotion of women empowerment in the workforce.

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Government officials, as we need their endorsement to implement and amplify the campaign, and can guarantee good media traction through their channels.

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Government officials should have the power and capacity to boost the impact of the campaign and make it more official and serious in the eyes of other terget groups. It's necessary to advocate and change behaviors at the government level to make further inroads later at the community levels.That's why they are primarly target audience since all public policies, funds, and support are needed to implement the campaing, and to include all other relevatn stakeholders (speciall attention to be put on local authorities).

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Government officials because they had the capacity and enjoyed a critical role to influence key constituencies and the public to favour of a new constitution for the country.

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I would select government officials as a secondary audience. As decisionmakers they have the power to bring about positive policy change. So I would target them with the information necessary to inform and inspire to advocate for, and then to lead on, policy change.

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I would choose Government officials as they have the power and capacity and needed resources to boost the impact of our campaign

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I would choose People aged 60 years and up for my campaign as the theme of campaign older persons. This is the direct target audience of the 2022 theme of World Technology and Information Society Day (WTISD) campaign.

They could raise awareness on how technology help to their day-to-day lives and how tech can change and influence them. And this could lead the governments and companies to take action in order to facilitate the tech advancements in their domain to help this target group.

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I would select government officials as target audience because our advocacy campaign “Our Crafts, Our Identity,” was intended to call for the ratification of a law that organizes and develops the crafts sector in Lebanon in line with the market needs.

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I would select government officials as additional target audience. My campaign was about mobilizing climate action among civil society, so the primary target audiences were NGOs, academia and private sector. However, by making this initiative visible to government officials, the campaign could lead to increased impact as governments can develop more environment-friendly regulations based on the positive pressure from civil society.

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The campaign I described is related to reducing carbon footprint and changing daily lifestyles on consumption which can be highly relevant to mothers as mothers tend to do more housework and care work coming across plastic wastes that the family use. When mothers are informed and their level of understanding on carbon footprint increases, it can help bring change to each households and influence their children's and partner's behavior. Mothers can also influence other mothers in their social groups as well.

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Sanjeewa Warusawitharana, UNICEF Sri Lanka

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Sanjeewa Warusawitharana, UNICEF Sri Lanka

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Government as they have the capacity and resources to spread the campaign far and wide using state apparatus.

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Government is a very strong actor in Libya and without their nod, its impossible to launch campaigns at the national level, so it becomes imperative to advocate and change behaviors at the government level to make further inroads later at the community levels. During my campaign for family planning in Libya, we focused on the government and line departments, conducted various consensus building activities, delivered messaging through newsletters, fact sheets, policy briefs and provided evidence based communication products, and moreover provided ownership to the government which paved the way for further programming in Libya

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Ambassadors and government officials, since targeting policy developments and political support/funding for research on arms control and disarmament.

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My campaign was relevant to changing wrong behaviors related to COVID-19. The key target audience was men and women between the ages 18 and 60 who are not properly adopting the COVID-19 precautionary measures. The focus was mainly to make sure youth between 18 and 30 would be cautious as they have a direct impact on elders vulnerability in some cases.

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With the previous campaign, I selected the voices from government officials since they are the policy makers to influence gender policy and advocate GBV protection and awareness. With their support, more media channels including state media were highlighting the campaign broadly.

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Our campaign was aimed at creating awareness and access to SRH services in hard to reach communities. We used young influencers to amplify our content using their social media platforms and also to travel with them during the campaign to the communities so that their supporters and followers to pull crowds and generate public interest in our campaign activities.

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I have never been involved in any UN campaign. Though looking at WFP's work currently, it would be good if we could advocate for the maintenance of the climate-resilient infrastructure that we've built for the communities. Usually, they would only be thrilled in the beginning, and then the thrill subsided. The infrastructure is under-used and no clear motivation to maintain it. It would be more sustainable if the local authorities, the community leaders and villagers are more enthusiastic and know how to maintain and participate to sustain the infrastructure.

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My campaign was related to making Cities Resilient ( MCR 2030) and therefore targeted group focuses on Government officials, yet it engages influencers and their followers.
Noting that Disaster Risk Reduction is everyone business, private sector, civil society, youth, media and local focal points are part of the target audience.

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I would select government official- the local authorities usually help in amplifying messages- and while working with them means it will make aid delivery smooth.

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My Target audience would be Government Officials and General audiences.

The aim of the "Buy local Namibia" campaign is to have support from the GRN for local producers to sell their products to local retailers. GRN officials are vital for the buy-in of this campaign and support MSMEs.
The General Public also needs to be aware of this initiative for them to support buying local products.

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Government officials. Since this campaign is impossible without the support of the government, getting them onboard and ensuring they have ownership and buy-in is imperative to the campaign's success. Public policy, funds, and support is needed throughout the country to implement the work and government officials need to be partners for that to happen.

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I would target government officials as misinformation has become an issue of national and global concern given its harmful potential whether on health, social cohesion and public information integrity.

Getting the national authorities onboard will be key to rein in misinformation through national dialogue, norms and rules, education and awareness raising.

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In my advocacy campaign around International peace day youth has been choosen as potential leader to drive change and raise awareness in leaving in a world of peace. For a better impact government officials is a potential target  as they have a crucial role in adaptating situation in favor of peace. They have the responsibiltiy to find perspectives inclusion of all community segments and solutions for sustainability peace. Designed programmes and budget increase should be taken into account

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I would target government officials since my campaign during World Bee Day is focusing on raising awareness of the importance of the variety of bees and beekeeping systems. In order to protect bees, policies that can responsibly use pesticides in agriculture and promote the protection of bees is key.

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Our campaign was on gender biases and backlash, so from the list I would pick government officials. They have the power to draft and change policies and laws that can impact social norms and behaviors, and can also lead by example through thought leadership, funding, resource allocation, etc.

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I selected rural communities, because they are the ones that need to develop the most. They impact my campaign because they embody responsible and sustainable tourism - avoiding over tourism - and the benefits are felt by all community members.

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Government officials as they have the capacity and resources to spread the campaign far and wide using state apparatus.

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Government officials would be the ones to communicate with, as they are essential for the process of taking decisions and legislations about the cause we're working on.
This could be done over Twitter campaigns and could be paired with a couple of videos on Twitter linked to YouTube as well.

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My main work focuses on eGov and digital transformation in Senegal. I picked disabled and vulnerable groups because I would love to see how governments in West Africa could leverage on tech and innovation for a more inclusive society for these specific groups.

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My campaign was focusing on different groups of audience. The broader general public as consumers were targeted with the message about the importance of our choices to reduce the effects of climate change on our planet. But it was also targeting governments as they are responsible to take decisions and put in place laws that reduce the impacts of climate change and also to protect the most vulnerable people.

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I would target Government officials considering that they are decision-markers, and when it comes to funding, there's no better person to target.

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Florencia S. Murphy (UNIC BA - Argentina)

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Florencia S. Murphy (UNIC BA - Argentina)

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My campaign was about tackling misinformation on social media. From the list, I would select "People aged 60 years and up" for the following reasons:

They are one of the risk-groups if contracting COVID-19

Per the explanators shared in the learning module, this is an audience that in Argentina doesn´t use some of the social media apps where people follows institutions, celebrities, authorities or influencers (i.e. Instagram, TikTok or YouTube), but prefer some of the oldest ones (as Facebook or Whatsapp), and typically limit their interaction to people who they know offline. This is why they are more exposed to misinformation, as the sources from where they are receiving this erroneous data is someone they already know and perhaps trusts.

Certain studies show that older users in social media tend to don't check information before re-posting or sharing it, or ignore some of the most common signs that an account is fake.

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Disabled individuals are a very important part of our campaign, as they represent one of the target groups, and it is their views, and the data on the studies on their experiences that will inform the materials that policymakers will be presented with in order to implement the changes in policy that will enable change on a wider scale.

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My goal was the spread the truth about transmission of HIV and AIDS. I've chosen government officials, who are essential in order for messages to filter through ministries and into society

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For the campaign I described, I would choose mothers from the list. Our main target was youth and women association. The mothers can be excellent messages conveyors and WhatsApp will be the platform to reach them

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Government offiials, since our campaings depend directly on political will and funds for innovative public policy and direct investments.

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Government, diapora (as they have some impact in Morocco) and local officials as potencial changemakers.

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Yosra Zbiss, UN Women, Tunisia and Libya

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Yosra Zbiss, UN Women, Tunisia and Libya

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The government is our main target. As we would like to change/create policies in the long term and that would happen by them in the first place.

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Sandra Black, Communication Consultant, Maputo, Mozambique

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Sandra Black, Communication Consultant, Maputo, Mozambique

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Government officials enable projects. Local officials appreciate being involved in activities in their communities. This is an important target audience to build the reputation and network of a development/ humanitarian organization. Government networks and channels can be further utilized to disseminate messages.

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Since the goal of my campaign was “Strengthening the individual and collective commitment of decision-makers and leaders in the prevention, response and fight against violence based on gender (GBV)”, I selected Government officials.

They need to be aware of the issue, see and understand the real problem that gender-based violence represents, and develop policies and measures to address it and stop it.

Also women, so in that case, mothers as family education and sensibilization on this issue is also key to avoid violence against men-women.

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I would say the target group, the Somali diaspora groups, they can impact the campaign and mobilize support for the peacekeeping mission, and open the channels of communication.

Somalia is a country emerging from a long decade of civil war, and foreign entities are seen as an invading forces rather than peace building, so working with the Somali diaspora (a group which has families in the country and has the trust of the public) can contribute to the re-building of trust, and confidence with the public.

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We would choose government officials, because Iraq is a highly centralized country, and nothing happens without the say-so of the government.

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I go with one of my targeted groups though out of your list, International communality and donors.

Since my campaign was meant for internal awareness as well as mobilize attention and funds, donors were all the time put in the spot with all activities we carried out, especially on social media. Our existing donors felt honored and amplified on our message to prove to the world and their tax payers how important this support is and how it save lives in a country known as the world worst crisis. During the mine action day, we collaborated with donors and local partners to highlight the joint achievements and to reach to locals through local radio channels on the awareness sessions and warning throughout the country.

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Mothers are the primary audience because they buy and prepare food for the family. Though they are not the end user they are the decision makers especially here in Zimbabwe. Once the mother know the importance of fortified foods or small grains they will influence everyone

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Government officials were our target audience on SM too. But not in Instagram but on Telegram where they have their own channels in Central Asia.

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I selected the government because the campaign was for them. They needed to make the changes because their decision was the problem.
Also, mothers because the issue was unhealthy meals for children, so we need the mother on boards.

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I would choose Government becasue our mandate fits good with the government functions and actions. If we want to make advocacy we can start with the one who have a big access to all the people in the country.

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Government Officials -- the communications objective is building inclusive digital economies and strengthening digital inclusion through digital transformation. Government officials are a key target audience for the work we do, identified in our annual comms strategy. They are selected here because they're a key driver of the work we do. Much of the sector innovations we drive will eventually seek policymakers approval. If the policymakers are aware of the campaign objectives and the key messages they are more likely to engage better with the content and to move along with us to move the implementation forward. While they may not be very active on social media, they will still be able to influence the discussion and interact with those who are active on social and thus be able to share our content and activities.

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Government officials. The campaign is basically research on children's opinions, life conditions, happiness, and general well-being. It is important for politicians to be aware of the results so they can adjust their policies accordingly.

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I selected the disabled individuals group.

One of the goals of the initiative is to rebuild a more inclusive tourism for fairer growth.

This group is usually left behind in tourism policy planning, so highlighting their take on rebuilding the sector could underscore the initiative's work towards equality.

Segmented groups could include disabled people working in tourism, disabled travelers and other specific partners advocating for more inclusive policies.

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Mothers. I selected this audience because my campaign is about racism and this group is more keen to the topic then the other ones. The campaign asked testimonies of people who suffered racism. In this case, I would change it a little bit and ask mothers to participate with lessons they would give to their children on how to fight racism. I guess this could be very impacftul to the campaign, with lots of sharing and good ideas that could generate another campaign for kids, with tailored content for TikTok, for instance.

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Government officials
Because we do advocacy campaign to amend the Labour Code that is why targeting policy makers is crucial for us as they are the ones who decide the change.

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Our campaign aimed to raise awareness and inform the mothers on family planning and contraception use.  UNFPA advocacy is focused on mothers as they can be first line channels for young girls to be empowered and educated.

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Target Audience: General Public and Influencers
We wanted to generated discourse through powerful visuals to not only guage the sentiments about child marriage but also gain earned media coverage to attract attention of government officials and legislators.
The campaign allowed us to do both and made strong point towards perception of child marriage and stigmas that exist in our society.

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Mother's would be a new audience that could've been useful in the campaign as it centred around Sexual Reproductive Health and Rights and the importance of this as an issue area for development agency in the government to not only prioritise the issue on their development agenda but to allocate adequate funding.

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Agnes Kante, UNAIDS Liaison Office, Addis Ababa

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Agnes Kante, UNAIDS Liaison Office, Addis Ababa

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We would choose young people from the LGBTQI community to be more visibly part and engaged in our joint digital campaign with our partner (African Union) on the #ProtectedAndInformed campaign (which already involve decision-makers, mothers and young people), because they are one of the most affected group by HIV/AIDS on the continent, face stigma and discrimination hindering their right to health. They could shed more light on the challenges they are going through, and how policy change could make major positive impacts on their lives. They should be both actors and beneficiaries of the campaign despite the reluctance of some Member States on upholding and recognizing their rights. This is one important outcome the campaign is trying to achieve.

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We would choose government officials because their participation is necessary to ensure the availability of contraceptives in primary care settings; Approval from school authorities is also required for workshops with adolescents in schools. We would also choose mothers because they play a critical role in our efforts to help teens receive sex education and informed decision-making tools through girls' clubs and other initiatives.

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I would like to select government officials because:
- government officials are the ones who initiate/prepare laws, legal frameworks, programmes addressing the issue [of GBV],
- government officials they bear a duty to reinforce the implementation,
- government has resources and structure in place for the implementation,
- government has financial resource required for the programming.

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Huihua Hu (Nara), UNDP/OCHA Connecting Business initiative

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Huihua Hu (Nara), UNDP/OCHA Connecting Business initiative

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I would select Government officials as the audience segmentation for the campaign I described. Because the campaign is about “raising the awareness of the private sector’s role in disaster risk reduction” on the International Day of Disaster Risk Reduction. To achieve the campaign objective and influence the local policies on this topic, the local governments as the key decision makers are the main target audience.

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I selected   the Mothers group.
Why ? Well My campaign is focusing on empowering girls an women and investing especially on young girls to help them assert themselves as equal partners to men. I find that UN gender advocacy doesn't focus enough on mothers though they are the first channel for young girls to receive education, beliefs and thinking.

I consider that mothers are really my first line partners or allies  in spreading the message and educating young girls to fight for their rights and place in the public as well well as the socioeconomic dynamics. Their understanding and mobilization is key for the UN efforts to achieve the50/50 planet.
The content of my social media campaign will be tailored with a focus on women to bring them onboard while at the same moment targeting fathers as well as the young girls.

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Since my campaign was about getting children #BacktoSchool in physical classrooms, mothers would be a key target audience for the social media iteration of this advocacy campaign. One major objective of the campaign was to provide mothers with the medical evidence and data they needed to feel better about the lower risks of serious illness facing children compared to adults who contracted Covid-19 and the low level of hospitalization among children. Convincing mothers was a key part of securing widespread agreement to re-open schools and actually send children back to class, since the constant fear messaging driven home throughout the pandemic had made many mothers state publicly online that they would not allow their children to re-enter classrooms even if schools re-opened.

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My campaign was about gender based violences. So government officials would be my target as  policymakers to facilitate my advocacy, also amplifying the message through local authorities and guidance on implementation of measures on GBV.

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The campaign in my examples was about gender justice in the Arab States region with a focus on analysis of legislation that hinder gender equality across 18 countries. Although the campaign had as main target audience legislators and policy makers, I am not sure this audience group can be best reached online. However, mothers, LGBT individuals and women with disabilities (being subgroups within the larger group of women that the campaign aim to ultimately benefit) might be diverse groups to engage online to promote the message of the campaign further through their networks and communities.

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Saana Sarpo, UNDP Regional Hub for Arab States, Amman

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Saana Sarpo, UNDP Regional Hub for Arab States, Amman

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In our awareness raising campaigns, our target group has been primarily youth in the Arab region (18-30), and secondarily our partners who follow our social media. As we are a regional youth project,we aim to empower youth to create change and build their capacities, so that they can build a more sustainable world, region and support their communities in tackling development challenges.

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My campaign was about the back to learning, I would definitely use mothers as they have the most contact with their out of school children, also, they have the most influence.

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My campaign was about gender based violences . So in this case government officials and mother will be my main targets .

1. Government officials as  policymakers can facilitate my advocacy a lot .

2. Mothers who are at the heart pf the violences will contribute in raising voices

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I will use the demography of mothers of different age groups to apply the new campaign

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My campaign was about schools reopening. I would target mothers because they are very engaged individuals with a lot of interest in this issue. Mothers usually participate in a lot of social media groups/ forums / message boards, so there is a high chance that they would spread our messages and help us reach new audiences.

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I would select government officials as the main interlocutors at the UN are member states. They often are the ones in the decision-power position and have the ability to make the needed change.

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My campaign was targeted towards university students, so it is neither of the ones listed. The reason the youth were targeted is that they are the future workforce of the country and are capable of bringing a cultural shift to the country.

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I would select mothers, people above 60s and disabled and government officials as I understand that in case of campaign for immunization, mothers and elderly people have lots of power and they are the people who make decision on part of the child. Government is also important as in some cases people pay head to what the government say on health.

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I would use xyz platform to reach xyz audience for my campaign because.....

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I would select Government officials. This group is important for allocation of resources and policy/guidelines implementation