Step 3: Know Your Audience

Audience Segmentation

• Who is the campaign reaching?  What do they care about?
• What language, platforms, or images feel relatable and trustworthy?
• What keeps them from seeking help or engaging?
• Primary Audience – Youth:
  • Use appropriate and accessible language, visuals, and platforms (e.g., social media, peers).
  • Highlight messages that promote hope, support, and build trust and connection.
  • Address concerns like peer pressure and feeling alone.
• Secondary Audience – Adults, Teachers, and Influential Others:
  • Equip them to recognize warning signs and offer non-stigmatizing support.
  • Emphasize their role in creating safe, inclusive environments.
  • Highlight the impact of adult modeling and encouragement on youth behavior.

The goal is for recipients to feel empowered and well-equipped to lead and engage in discussions surrounding complex mental health and promote positive health outcomes for their own well-being, and to advocate among their peers and their support systems

Change the Narrative as an Exemplar:

Change the Narrative campaign has established far-reaching connections as part of its mission and to tackle difficult conversations in Las Animas-Huerfano counties in Southern Colorado. Local youth were identified as the primary audience, and adults, specifically those in influential positions in the lives of youth, were targeted as the secondary audience. Both of these groups possess unique skillsets and connections within the community to create positive change. Their roles and perspectives position them to have an impact among their peers, family, and friends to acknowledge and support them in accessing and receiving help for mental health and substance use.

In elevating the voices of local youth and adults, the Change the Narrative optimizes the strengths and capabilities of the community to navigate existing service gaps. Partnerships with the local health department, civil organizations, businesses, and schools are ways Change the Narrative  spreads messaging efforts to shift perceptions around supporting people who are struggling. Individuals from these local organizations have also come together to form a coalition for continuous input, transparency, and representation in the execution of CTN's mission.