LO1:

Audience Analysis
For
The Red Whistle

Submitted by:
Miguel Banaag
Patrick Calsado
Dorothy Dulnoan
Aliya Louise
Fraser Salazar
Lance Trillanes

Date
I. Company Background
A. Identity
1. The Red Whistle​ is a collaborative platform for people to come together

and show their support to those living with HIV and AIDS. It is also an

agent and partner for brands to show their support to HIV and AIDS

advocacy.

2. As HIV advocates, ​The Red Whistle​ aims to empower and inspire people

to come together and help each other in the battle against HIV and AIDS.

Using pop culture as a way to change mindsets, we hope to start

discussions among the youth so that they will sound the alarm and spread

the word that HIV is here — and that it must be stopped.

B. History
C. Vision-Mission
1. Mission - The Red Whistle aims to inspire and empower individuals to

be agents of positive actions within the HIV & AIDS advocacy and be a

catalyst for collaborations between communities, organizations and

government units for a unified multi-sector response to the HIV epidemic.

2. Vision - A world where HIV education, testing, treatment are

mainstreamed and normalized towards the complete and absolute
eradication of AIDS.

D. Recent Campaigns

II. Potential Target Audience (Provide at least 5)

A. Potential target Audience #1: LQBTQ
Social demographics:​ All ages, All genders, Any educational level/ income level,
Any civil status, Any occupation, All religions
Communication channels: ​Face-to-Face/ Personal Communication, Broadcast
Media Communications, Mobile Communications Channels, Electronic
Communications Channels
Other opportunities:
How important is it that the audience change their behavior
- Considering that STD cases ​have been rising the most among the gay
community and that the gay community is the most affected population
world wide. LQBTQ members are 17 times more likely to get anal cancer
than heterosexuals.
 How likely is it that audience will change their behavior?
- Very likely
Who controls the behavior or the resources for a behavior change?
- Schools, Community, Peers
Since LGBTQ topics are considered sensitive topics in traditional communities,
some people choose to ignore or avoid talking about therefore LGBTQ-inclusive
sex education is not available for most youth. The GLSEN 2013 National School
Climate Survey found that less than five percent of LGBT students receive health
classes that included positive representations of topics about LGBT. In a survey
among Millenials in 2015, only 12 percent said that their sex education classes
covered same-sex relationships.

B. Potential target Audience #2: Youth/ Young adults ages 15-29

Social demographics:​ Ages 15-29, All genders, Any educational level/ income
level, Any civil status, Any occupation, All religions
Communication channels: ​Face-to-Face/ Personal Communication, Broadcast
Media Communications, Mobile Communications Channels, Electronic
Communications Channels
Other opportunities:
How important is it that the audience change their behavior
- Early teen years is the period in the life of a person when they start to
explore their bodies and feed their curiosity(fix wording). This is also the
age when most people lose their virginity (give statistic) Most of the
younger people are unaware about sex and it’s risks. Performing sex
without the use of any contraception can lead to the of health risks and
unplanned pregnancies.
How likely is it that audience will change their behavior?
- Very likely
Who controls the behavior or the resources for a behavior change?
- Schools, Community, Peers

C. Potential target Audience #3: People in poverty stricken areas

Social demographics: Ages 14-25, All genders, ​ Any educational level/ income
level, Any civil status, Any occupation, All religions
Communication channels: Meetings/ talks in the area, radio broadcasts,
television broadcast, print media
Other Opportunities:
How important is that the audience change their behavior?
- It is very important that these teens who are active in their sexual life to
change their behavior, especially when they are still young. They need to
learn the different negative outcomes of their actions. While these teens
learn and change their behavior towards the subject, the community’s
behaviour will also change.
 How likely is that audience will change their behavior?
- Given that they are teens who reside in poverty stricken areas, the
likeliness of them to change is neutral. They might change or not because
they usually have low educational attainment and those things might not
be very interesting to them.
Who controls the behavior or the resources for a behavior change?
- Community, parents, and peers
D. Potential target Audience #4: Sexually active individuals
E. Potential target Audience #5: People with STD/STI

III. Priority Audience

a. Knowledge Attitudes Practices(sexually active men and women)
- What does the priority audience already know about the problem?
The audience’s knowledge about the problem is minimal since it is not common
in our society to be open about sexual activities. Not being open to sexual activities
mean that people are also not open to talk about the disadvantages or negative effects
that may happen when unprotected sex happens.
- How does the priority audience feel about the problem?
The audience shows a struggle in controlling their sexual behaviors. Affected by
HIV and AIDS, this is a challenge they have to battle against and they are encountering
different forms of stress due to the treatments they are receiving.
- How does the priority audience see their role with respect to the problem?
The audience see their role to become responsible when it comes to the issue.
They feel responsible in a way that they can do something that could lessen the number
of people who get sick.
- Does the priority audience feel at risk of having the problem? How at risk do they feel?
The audience does not feel much risk especially when they did not yet
experience the problem.
- What are the community’s beliefs and attitudes toward the health problem?
The community knows that this health problem has already been present for a
long time but they still don’t create solid solutions, or change their habits. The community
still does not care much about this issue.
b. Barriers and Facilitators
Barriers
- Lack of importance
- HIV/AIDS is not given enough spotlight unlike other social issues. Although
HIV/AIDS has a low prevalence in the country, people , particularly our
countrymen, continually suffers from sexually transmitted disease.
- Traditional belief
- There has been a long standing stigma surrounding sexual intercourse and when
people contract a sexually transmitted disease, they have a hard time
acknowledging the problem from the belief that std is a consequence from
 engaging in sexual intercourse when in reality the former is consequence from
unprotected sex.
- Lack of empathy
- Some people who only has third hand information about HIV lack interest on the
importance of the topic.
- Limited knowledge
- The topic is barely discussed in schools or at home. Usually, sex is first heard
from friends or media channels because only a few families teach their kids about
sex and if schools discuss the topic, it is often limited. Lack of knowledge about
sexual interaction will most likely lead to unwanted cases such as teenage
pregnancy, sexually transmitted diseases, and HIV.
- Misleading sex education
- Kids are raised in a society where sex is immoral. When they reach the age when
sexual desire is explored, most often than not they engage in the activity and feel
ashamed of themselves afterwards. What people could do instead is teach sex
education comprehensively, including the importance of using protection.
- Stigma
- Stigma can result in people living with HIV being insulted, rejected, gossiped
about and excluded from social activities. People living with HIV often feel
nervous about telling others that they have HIV due to the fear of stigma or
discrimination.
Facilitators
- Social support
- Positive relationship with Red Whistle advocates
- Unified multi-sector

c. Key Influencers
Angel Jones (​“The Hot Ex-Girlfriend​)
Jules Aquino (​“Sporty Stud”​)
Cris Lomotan (​“Mr. Outkast”​)
Miguel Lasala (“​Hot Son of a Gun​”)

References:
The Red Whistle. (n.d.). About Us: The Red Whistle. Retrieved from
https://theredwhistle.com/about-us/
**​https://www.glsen.org/sites/default/files/2013%20National%20School%20Climate%20Survey
%20Full%20Report_0.pdf
**https://www.prri.org/wp-content/uploads/2015/03/PRRI-Millennials-Web-FINAL.pdf