Project Goals & Target Audiences
There is really no competition for this non-profit organisation and the audiences that it can and does aim to range from a single patient to the whole of the Greek government for funding or support.
ANASA’s audiences include everyone since their vision is not only to help those suffering from an ED but also to increase public awareness and have a strong presence within the community. However for the purposes of the campaign the “market” for ANASA’s services should be segmented and certain groups should be targeted for certain tactics in order to optimize success.
A communication campaign is more likely to succeed when its messaged are targeted well and at the right audiences. A product or service should be advertised to those who desire it or need it the most. In this case the services offered by ANASA should be targeted, primarily, to those who need it the most and who are
the people the NGO aims to cater to first. The campaign is also targeted at parents and health professionals who will be informed and spread ANASA’s message. The target groups are:
High Risk groups
Females age 12-18. Young girls between these ages are shown to be the most prone to developing an ED.
Males age 12-18. Young boys are also at high risk to develop an ED.
Research has showed that people in these age groups, and primarily females, are at the highest risk of developing eating disorders. At a young age people get influenced by images they see on and magazines. The unhealthy size 0 image constantly displayed in the media is sure to affect the teenage psyche which goes through a period of self doubt and low self esteem. Approaching these target groups is the best prevention tactic and ensures higher chances of catching the development of an ED at an early stage. People of this age group use primarily new media therefore, this group will be targeted primarily through the social media and visits to schools.
Low Risk Groups
Females age 18-35
Males age 18-35
People belonging to these groups might be at lower risk of developing an ED; however there are many cases of women who developed an ED after pregnancy and older men developing an ED after losing a lot of weight at an older age.
•Parents of elementary and middle school children
It is important to reach out to the parents of young Greeks in order to optimize prevention opportunities. Keeping the parents informed will ensure not only that they will be able to spot the development of an ED but also that they know about ANASA and the services it can provide.
•Health care practitioners- Nutritionists
Health care practitioners are one of the most important target groups in this campaign since they belong to a network of doctors-patients and can act as mediators between ANASA and potential patients. This group needs to be targeted with messaged informing about the NGO’s services and proving that it is a well functioning organization. They will need to be shown that the professionals working at ANASA are well educated and capable of treating patients.
Sponsors are very important to the NGO’s viability in the long term. They serve as free communication channels and sources of funding.
These sponsors include TV channels, radio stations and publications. They can be reached through distribution of press releases and mass messaging and be discretely asked to help the organization by offering to increase its visibility
These can be wealthy individuals and corporations who have been involved in similar issues. For example a corporation that has funded events raising breast cancer awareness can be contacted and is more likely to offer financial support to the NGO. They will be contacted in the same way as the communication sponsors.
Another important target audience in this campaign is volunteers. ANASA depends a lot of its current activities on the participation of volunteers who will be needed at larger numbers in order for the new events to be realized. Anyone in the greater public can be a volunteer and they will not be reached through any specific medium, however the message asking for the public’s support and participation will be targeted at this group.
These are target groups who set the trends and have an effect on behavior. They are very important to this campaign and to the vision of the NGO because they have high leverage on young people’s beliefs and behaviors. They are also people who are of importance in their line of work, giving them high visibility and imitators.
These can be all Greek fashion designers. They will spread the message of ANASA to young people who buy their clothes and look up to them. They can set an example by refusing to design size 0 clothes.
Celebrities have a very high status in Greece and they are admired by many young people belonging to the high risk group of developing Eds. By condemning the very skinny look and displaying critical thought on matters of nutrition, celebrities can have a great effect on the behavior of teens.
Establishing goals and objectives
ANASA offers services which provide education, encouragement and hope to those who trying to overcome anorexia nervosa, bulimia nervosa and binge eating disorder. The overall goal of this organization is to prevent the continuing spread of this phenomenon and to support the individuals who suffer from these diseases.
Reputation management goals
- Increase public awareness about ANASA and widespread knowledge of eating disorders to the public.
- Produce a strong web presence through the ANASA website.
- Create strong and reliable profile in order to attract more sponsors/ donors.
Task management goals
Support scientific research about anorexia in Greece.
Develop programs which deal with prevention and eradication of this phenomenon.
Advise the social environment about the patients and support the families of anorexia victims.
Promote influence of good and healthy role models and give the public alternative images of healthy bodies.
Developed specialist treatment and support services which would inform people how to identify symptoms.
From its founding until now, an ANASA aspiration is to combat eating disorders in Greece up to a certain extent. The main goal is to increase awareness of the factors causing individuals to develop anorexia, bulimia and weight preoccupation and to awake people who get their eyes closed to the problem.
- To have an effect on the awareness of people especially between the ages of 15-35; literally, a great deal of people who ignore the organization and also the disease of anorexia itself, they would have the opportunity to join ANASA programs and be helped by the therapists. (10% within six months, and an additional 10% within a year)
- To have an effect on the awareness of volunteers and members; specifically to increase the participation of people who want to help the organization to fulfill its vision. New members will offer innovative ideas and they will help ANASA to make an effort, to inform more and more people about the disease. (25% during the following year)
To have an effect on acceptance; specifically to create interest among 30% of the audience and also to combat weight discrimination at least 10% within a year.
To have an effect on action of sponsors; specifically to obtain an increase in their funds. Sponsors not only would make our programs and services possible year round, but also would provide support for special events.
( 20% within a year)
To have an effect on media; specifically to increase the positive messages and images from media as research has shown that eating disorders can be transmitted very easy though social networks. (20% during the following year)