Target Audience Research Articles

Persian "Bilawhar wa Buyūdhas(a)f(a)" as a Mirror for Princes

The present article introduces a fourteenth-century Persian retelling of the story of Bilawhar wa Buyūdhas(a)f(a), produced for the Jalāyirid court in Baghdad between 790-800/1389-1397, and highlights its stylistic and structural characteristics as an important representative of Persian prose in the post-Mongol period. The article examines the dynamic role of the framing structure in the classification of fictional and non-fictional content, and elaborates on its semantic significance in the transmission of relevant messages to the target audience according to the needs and necessities of that particular historical period. The article demonstrates how the flexibility of the framing structure along with the adaptability of the embedded narrative content on subjects such as religious tendencies and standards of governance turned this story of Buddhist origin into a text in the mirror for princes genre in accordance with the Perso-Islamic culture. Key words: Bilawhar wa Buyūdhas(a)f(a), mirror for princes, Persian advice literature, framing narrative, the Buddha, Jalāyirid dynasty

Teaching and Anxiety: Experiences of Teachers in the Beginning of the Career

This article will allow us to scientifically obtain an updated view of work anxiety, focused on the beginning of a university professor's career, with the aim of understanding what the experience of a beginning professor is like and how they build their identity. Specifically describe the challenges that these professionals face in their professional practice. S. Freud's psychoanalytic theory was used, according to which human behavior is based on instincts or unconscious impulses, some being aggressive and others destructive. Currently, the challenges that society poses, and that schools face, are increasingly demanding, with the level of anxiety and stress among teachers being notorious and their possible association with the degree of satisfaction in the educational process. For this research, the qualitative approach was used for a deeper analysis and in-depth interviews were used to collect the data. The target audience for the research was beginner and seasoned teachers from higher education institutions. As the results indicate, every teacher is affected by anxiety in the exercise of their profession, which is good when it drives and pathological when it creates obstacles in the teaching activity. Professionals are satisfied with their profession, but hard work is still needed on a personal and professional level to achieve the university's objectives and overcome the challenges imposed on it. However, it is necessary to invest in the continuous training of teaching staff to improve the quality, pedagogical conditions of teaching and scientific production.

Technologies to Support Adaptable Game Design: A Systematic Mapping Study

Designing games accessible and inclusive to a broader audience requires considering social, technical, and cultural aspects that recognize the diversity of the target audience. One strategy to foster inclusion is through adaptability, allowing games to be adapted based on the needs of their users. In this context, a Systematic Mapping Study was conducted to identify and document existing studies focusing on the adaptation of digital games. Aiming at creating a structured and wide panorama of the scientific literature, this paper draws on the 5W2H Framework to answer the following research questions: (1) What game characteristics are being adapted? (2) Why is it being adapted? (3) For whom is it being adapted? (4) When does the adaptation occur? (5) Who is carrying out the adaptation? (6) What technologies are present? (7) Where are the technologies used? (8) How were the technologies evaluated? (9) What was evaluated? (10) Who evaluated? and (11) What theories and methodologies support the study? Beyond presenting the current state-of-the-art in digital game adaptation, the mapping study highlights a prevailing trend in research on adaptive systems. Notably, Patients and Health Professionals emerge as the primary target audience, although many studies did not specify their target audience. The results also indicate that the evaluation of technologies commonly employs Proof of Concept, Experiment, and Case Studies, with Patients and Students frequently considered as the target audience, albeit as secondary participants in the adaptation and evaluation processes. Finally, the findings reveal that most papers lack explicit grounding in a theoretical or methodological foundation, suggesting the need for further investigation.

Clinical Legal Education and Social Justice: Assessing the Impact on Law Students in a Law Clinic in Nigeria

One of the core missions of clinical legal education is to expose students to the legal needs of society while enhancing access to justice for indigent members of the community. This, the University of Ibadan Women’s Law Clinic (UI-WLC) does by offering pro bono legal aid to indigent women in the community who lack access to justice. In the process, law students are engaged in clinic experiences involving interaction with real clients and conduct of outreach programs for different target audiences within the community. Through these experiences, it is expected that professionalism, empathy, equality and and a sense of fairness is inculcated in the students. Students trained with these values ideally have a strong sense of what is just and fair, and are able to choose careers and lifestyles that support their immediate communities. Since its establishment, the UI-WLC has groomed over 960 law students; and currently has about 120 students spread over third, fourth and fifth year students, however, an assessment of the impact of social justice values which the clinic seeks to impart to the students through the training they receive at the clinic has not been carried out. This research seeks to achieve this aim through a mixed methods approach. Using a quota sampling method, 90 law graduates were identified and interviewed through self- administered pre-tested questionnaires and in-depth interview guides. Two sessions of focus group discussions were also conducted. Findings in this study revealed how participation in the UI-WLC through various activities and programs has had both positive and negative outcomes for the students. It also showed an aspect of group dynamics which has to be improved upon at the UI-WLC to better equip students to impact the society.

Soft skills development in the process of teaching “Tourism” students a foreign language

Importance. Soft skills formation as a part of teaching a foreign language to students of the educational direction “Tourism” contributes to communication skills, empathy, creativity and flexibility of thinking, which are necessary in their future professional activities. The purpose of this study is: 1) analysis of the goals of teaching a foreign language and their correlation with the process of developing hard and soft skills; 2) conducting an empirical study to test the possibility of developing soft skills when teaching a foreign language; 3) identification of significant issues related to the interpretation and use of various cultural codes in communication activities. Attention is focused on the fact that behavioral stereotypes can be variably interpreted depending on which linguistic and cultural communities the communicants belong to. It is emphasized that familiarity with the cultural codes of the studied language and trainings on the development of soft skills can significantly improve the decoding and communicative abilities of students in the process of working with the material for creating advertising texts of tourist destinations and excursion programmes.Materials and Methods. The experiment is carried out at Derzhavin Tambov State University with the aim of compiling on its basis fragments of research based on the relevance of the topic, a review of scientific literature (definitions and experimental data published in this field of knowledge), selection of bibliography and results’ analysis of its experimental verification. The experiment is based on the use of foreign languages teaching methods. The criteria for selecting educational material are texts related to the popularization and advertising of tourist destinations and step-by-step training is aimed at developing soft skills within the framework of game-based educational activities.Results and Discussion. Step-by-step training has shown its success in solving a number of assigned tasks. Students become more flexible in the communication process, showing the correct reactions in accordance with the situation and the target audience, the skills of formulating and implementing communication goals are developed (in such aspects as informational, informative, normative), choosing and using established constructs within the framework of the relevant situation, analysis and synthesis of the results of the dialogue.Conclusion. Based on the results of the experiment, the conclusion is made about the significant didactic potential for soft skills formation within teaching a foreign language. The cognitive and affective aspects of student training have been identified, contributing to the soft skills development. Specific stages of work are proposed, combining various forms of presenting information, professional competence and maintaining successful dialogue with different linguistic and cultural groups in a foreign language.

The Impact of Influencer Collaborations on Brand Awareness for Start-ups

In today's hyper connected world, start-up companies face significant challenges in establishing their brands and gaining visibility amidst intense competition and limited resources. Influencer marketing has emerged as a powerful strategy for start-ups to amplify their brand awareness and reach target audiences effectively. This research explores the dynamics of influencer collaborations and their impact on brand awareness for start-ups. Through a mixed-methods approach incorporating literature review, case studies, and data analysis, the study examines the role of influencer marketing in addressing brand building challenges, the mechanisms through which influencer collaborations contribute to brand visibility, and the key success factors for effective influencer partnerships. Findings reveal that influencer collaborations significantly amplify brand awareness by leveraging influencers' reach, credibility, and engagement, while authenticity, transparency, and relevance are critical for success. Strategic partnerships, creative collaboration, and measurement and optimization are identified as essential elements for maximizing the impact of influencer marketing initiatives. The study concludes that influencer collaborations offer start-ups a cost-effective and targeted approach to building brand awareness, engaging with consumers, and driving business growth in competitive markets. Practical insights and recommendations are provided for start-up entrepreneurs and marketers looking to leverage influencer marketing effectively in their brand awareness strategies.

Flip the Script: Rebranding ART and enhancing the U=U message in Malawi and Zimbabwe

Background Since 2009, global efforts have made significant strides in identifying and treating People Living with HIV (PLHIV), with the number on Antiretroviral Therapy (ART) surpassing 25 million by 2020. However, challenges persist as a substantial number of individuals enrolled in ART, particularly in countries like Zimbabwe and Malawi, are lost to follow-up, impeding the success of HIV response initiatives. Stigma and limited awareness continue to pose barriers to effective HIV management. Methods The methodology centres on identifying compelling messengers to bridge the gap between medical information and lived experiences in sub-Saharan Africa. Grounded in human-centered and co-design approaches, the initiative engages host country governments, stakeholders, influencers, and the target audience to create a globally resonant brand with country-specific adaptations. Results The "Undetectable = Untransmittable" (U=U) movement, founded in 2016, emphasizes that PLHIV with undetectable viral loads cannot transmit the virus, playing a crucial role in dismantling stigma and enhancing HIV prevention efforts. To address the low awareness of U=U in Malawi and Zimbabwe, the collaborative "Flip the Script" project was launched, involving public and various private sectors. This initiative aims to reshape perceptions around ART, presenting it as a key to a normalized, healthy life rather than a symbol of infection. "Flip the Script" seeks to boost ART initiation and re-initiation, promote effective ART use, and encourage viral load testing and result sharing among PLHIV. It also strives for consistent counseling on the prevention benefits of ART by health providers. Conclusions Ultimately, the initiative aims to increase the percentage of PLHIV achieving and sustaining viral suppression, leading to a reduction in HIV incidence. Its success hinges on effectively communicating the U=U message, challenging stigma, and empowering both PLHIV and health providers in the targeted regions.

Heat and Cardiovascular Mortality: An Epidemiological Perspective.

As global temperatures rise, extreme heat events are projected to become more frequent and intense. Extreme heat causes a wide range of health effects, including an overall increase in morbidity and mortality. It is important to note that while there is sufficient epidemiological evidence for heat-related increases in all-cause mortality, evidence on the association between heat and cause-specific deaths such as cardiovascular disease (CVD) mortality (and its more specific causes) is limited, with inconsistent findings. Existing systematic reviews and meta-analyses of epidemiological studies on heat and CVD mortality have summarized the available evidence. However, the target audience of such reviews is mainly limited to the specific field of environmental epidemiology. This overarching perspective aims to provide health professionals with a comprehensive overview of recent epidemiological evidence of how extreme heat is associated with CVD mortality. The rationale behind this broad perspective is that a better understanding of the effect of extreme heat on CVD mortality will help CVD health professionals optimize their plans to adapt to the changes brought about by climate change and heat events. To policymakers, this perspective would help formulate targeted mitigation, strengthen early warning systems, and develop better adaptation strategies. Despite the heterogeneity in evidence worldwide, due in part to different climatic conditions and population dynamics, there is a clear link between heat and CVD mortality. The risk has often been found to be higher in vulnerable subgroups, including older people, people with preexisting conditions, and the socioeconomically deprived. This perspective also highlights the lack of evidence from low- and middle-income countries and focuses on cause-specific CVD deaths. In addition, the perspective highlights the temporal changes in heat-related CVD deaths as well as the interactive effect of heat with other environmental factors and the potential biological pathways. Importantly, these various aspects of epidemiological studies have never been fully investigated and, therefore, the true extent of the impact of heat on CVD deaths remains largely unknown. Furthermore, this perspective also highlights the research gaps in epidemiological studies and the potential solutions to generate more robust evidence on the future consequences of heat on CVD deaths.

WOMEN’S EMPOWERMENT THROUGH RADIO BROADCAST PROGRAM STRATEGY

The radio broadcasting strategy is carried out by Beautiful Radio 95.6 FM on the broadcast program Ruang Perempuan. This research aims to find out the process of radio broadcasting strategy with Ruang Perempuan program using the concept of Peter K Pringle. This research uses a qualitative approach with a case study research design. The technique of determining informants using purposive sampling technique. The research data obtained from observation, interviews, and documentation. The results of the research on the planning stage of Ruang Perempuan broadcasts are through the selection of themes, program formats, production teams and broadcasters, program objectives and routine evaluation. The production stage begins with making a question list, preparing equipment, making digital posters and brifieng; then followed by the production stage. The post-production stage involved handing over the inspirational women's charter and editing the aftermovie video. Execution stage by determining broadcast hours based on planning and target listeners. The monitoring and evaluation stage is carried out on an ongoing basis and once a month. Ruang Perempuan is present to optimize the broadcast program with the target audience of adult women aged 30-45 years in terms of information, inspiration, and motivation regarding finance, career, profession, business through female speakers. The implication is that radio broadcast programs specifically designed to encourage women's empowerment can be one of the effective instruments in overcoming gender inequality and increasing women's participation in various aspects of life.

OWNED MEDIA: SYSTEMATIC LITERATURE REVIEW (SLR)

E-marketing communications offer a great way to establish and enhance connections with customers. In this digital realm, there are various key strategies to consider. One of them is delivering relevant and captivating content that truly resonates with the target audience. Another strategy involves encouraging internet users to engage with the content by leaving comments, sharing their own content, or even participating in interactive games provided by the company. The main objective of this study is to gain a deeper understanding of the knowledge, characteristics, and impact of owned media on digital marketing. To conduct this research, the Preferred Reporting Items for Systematic Review and Meta Analysis related to owned media were utilized. Data was collected from multiple journal sites indexed in Scopus over a span of six years. The findings of this study reveal that having a large social media following does not necessarily translate to increased sales. In fact, owned social media platforms tend to be more effective for brands with a smaller number of followers. Additionally, while it may be tempting to adopt a one-size-fits-all global social media strategy, it is crucial to take into account the cultural context of each country. In countries with a high power distance, a more nuanced approach is required for owned social media to be truly effective. This research contributes to a better understanding of the functions of social media and provides valuable insights for developing effective marketing strategies.

Zarządzanie marką osobistą polskich booktuberów na wybranych przykładach

The aim of this article is to characterize the process of personal brand management by the creators of four selected channels on the Polish BookTube. Interviews were conducted with both independent and collaborative booktubers, encompassing diverse subscriber counts and influencer types. The research period, from December 2021 to March 2022, focuses exclusively on the Polish Book-Tube community, providing a significant research context. In terms of subject matter, the analysis covers the genesis of personal brands, image management strategies, and the benefits of effective brand management. The use of partially structured free-form interviews with booktubers allowed for answering research questions that encompass the origins of their personal brands, their methods of managing their image, the benefits of effective brand management, personality traits that attract viewers, and who their target audience is and what relationships they have with their viewers. Conclusions regarding the actions taken in managing their image were also drawn from the analysis of materials posted by the creators on their YouTube channels. This article provides an in-depth analysis of the theoretically well-explored phenomenon of building and managing a personal brand, with a specific focus on the BookTube community, an underrepresented topic in academic discourse.

اتجاهات الجمهور نحو تأثير التصميم التفاعلي على نجاح الحملات الرقمية: دراسة ميدانية

In the era of modern digital technology, digital campaigns have become an essential tool for communicating with the audience and achieving marketing and advertising goals. Digital campaigns are one of the most important means that marketers use to interact with the target audience and increase awareness and engagement with the brand or product. With the increasing importance of digital campaigns, interactive design is considered one of the main factors that affect the success of these campaigns. This study aims to identify the impact of using interactive design in advertisements on the success of digital advertising campaigns. It also aims to conduct a field study to identify the impact of the interactive design of Saudi Telecom companies’ advertisements (study sample) on the success of digital campaigns, from the perspective of the public in the eastern, western and central regions, who benefit from the services provided by these companies.

Brand promotion through online advertising: current tools

In the conducted research, the authors describe the features of brand promotion using Internet marketing tools. The key types of online advertising and their differences are given alongside with the data on the Internet advertising market and its specifics. The purpose of the study was to determine the features of brand promotion with the help of online advertising. To achieve it, the following objectives were set: to consider the available types of online advertising; to analyse the cases of 5 Russian companies; to determine the specifics of promoting companies through advertising on the Internet. The research methodology was based on the works on Internet marketing and brand promotion. The authors analysed 5 cases of large Russian companies related to Internet marketing: Aviasales, Yota, Dodo Pizza, Tinkoff Bank, Samokat. In particular, the effective influence marketing of Aviasales and its integration with Yandex were noted alongside with the use of contextual, targeted and unusual advertising by Yota to increase awareness. In addition, the features of managing SMM (social media marketing) by Dodo Pizza, effective advertising campaigns of Tinkoff Bank and commercials based on the research of the target audience of Samokat were highlighted. The following characteristics of brand promotion using online advertising were identified: interactivity, the ability to test advertising creatives, simplicity of calculating results, the need to create bright advertising campaigns in order to increase brand competitiveness.

Development and Validation of USM-Insulin Adherence Module for Patients with Type 2 Diabetes Mellitus.

Many patients with type 2 diabetes mellitus (T2DM) do not achieve the desired glycaemic control despite being treated with insulin. Studies found this due to an improper understanding of insulin function, its intensification process and patients' negative perspective on insulin. We developed an education module to enhance adherence to insulin therapy. This study applied a mixed design. It was conducted in three phases: i) Phase I: literature search and focus group discussions (FGDs), ii) Phase II: module development and iii) Phase III: content and face validation of Universiti Sains Malaysia-Insulin Adherence Module (USM-IAM). FGDs were used to gather patients' opinions. All researchers repeatedly discussed about the module content and arrangement, the words and images used, and the grammar in producing the final draft. Specialists and target audience performed content and face validation of the module. Thirty-six participants were involved in the FGDs. Data saturation was achieved at the 4th FGD. Three themes emerged from qualitative data analysis and were incorporated into the module. USM-IAM was finalised with five units. The content validity index (CVI) was 0.92, while face validity agreements were between 86% and 97%. The CVI and face agreement for USM-IAM exceed the cut-off point for a sound module. It has good potential to be used as a resource for educating patients in enhancing insulin adherence.

The Impact of Disinformation on the Functioning of the Rule of Law and Democratic Processes in the Eu

Disinformation and propaganda are based on the fact that the information: i) is designed to be totally or partially false, manipulated or misleading or uses unethical persuasion techniques; ii) concern a matter of public interest; (iii) is intended to generate insecurity, hostility or polarization or attempt to undermine democratic processes; iv) is disseminated and/or amplified using automatic and aggressive tools, such as social bots, artificial intelligence, micro-targeting or paid human trolls, often with the aim of increasing the public visibility of the content. Especially the systematic dissemination of disinformation by active politicians, parties or authorities is a clear and immediate threat to democracy and is disrespectful of the values of the European Union according to Article 2 TEU, because the trust in such authoritative persons is a value choice which cannot be changed by rational arguments. Moreover, deepfakes (algorithmically generated messages flooding recipients to give a false impression of political consensus) present a significant challenge for democracy, because they may sow uncertainty which may, in turn, reduce trust in news on social media and hinder civic participation in online debates. Finally, a study commissioned by the European External Antion Service, published in 2021, has focused on two more categories of disinformation: 'influence operations' by third countries, aimed at influencing a target audience using a range of illegitimate and deceptive means, and 'foreign interference', aimed at disrupting the free formation and expression of political will. Therefore, among the many issues dealt with by the EP resolution of 1 June 2023 on foreign interference in all democratic processes in the European Union, it must be mentioned the fact that foreign interference, including disinformation, is a national and cross-border security threat. Consequently, the EP has stressed the need for solidarity between the Member States so that such activities can be effectively combated, also amending Article 222 TFEU (the solidarity clause) by including foreign interference. In fact, with respect to disinformation a process of securitization is being promoted, consisting of applying security tools and discourses upon an object that was previously not identified as such. An example of this trend is represented by the specific task force set up within the European External Action Service in order to address Russia's ongoing disinformation campaigns. Another example, showing that disinformation has become a CFSP issue, is the Council regulation (EU) 2022/350 of 1 March 2022, based on Council decision (CFSP) 2022/351, concerning restrictive measures in view of Russia's actions destabilizing the situation in Ukraine. However, when determining the focus and political actions of the EU against disinformation, two opposing logics – securitization and self-regulation – coexist and compete. As a result, the EU is promoting a discourse linking disinformation to security, exceptionality and geopolitical strategies, but being lax at the same time with the obligations and responsibilities of the digital platform companies. Received: 25 December 2023 / Accepted: 25 February 2024 / Published: 23 April 2024

Swiping right on PrEP: a qualitative study of MSM preferences for PrEP public health messaging on dating apps

ABSTRACT Men who have sex with men (MSM) are disproportionately affected by HIV. Given that over 70% of MSM meet sexual partners via dating apps, such apps may be an effective platform for promoting HIV pre-exposure prophylaxis (PrEP) use. We aimed to describe preferences among MSM for PrEP advertisements displayed on dating apps. We conducted individual in-depth interviews with 16 MSM recruited from a mobile sexual health unit in Boston, Massachusetts. Two focus groups were also held: one with mobile unit staff (N = 3) and one with mobile unit users (N = 3). Content analysis was used to identify themes related to advertisement content and integration with app use. Mean participant age was 28 (SD 6.8); 37% identified as White and 63% as Latinx. 21% of interviews were conducted in Spanish. Preferences were organized around four themes: (1) relevant and relatable advertisements, (2) expansion of target audiences to promote access, (3) concise and captivating advertisements, and (4) PrEP advertisements and services as options, not obligations. MSM are supportive of receiving information about PrEP on dating apps, but feel that existing advertisements require modification to better engage viewers. Dating apps may be an underutilized tool for increasing PrEP awareness and knowledge among MSM.

Early assessment of a new media model for promoting marine conservation awareness in Malaysia

Marine conservation is one of the areas that need attention in pursuit of a sustainable planet. Human activities have led to the current dire state of the marine ecosystem. To arrest this, many initiatives have been carried out to inculcate marine awareness using various media, approaches, and target audiences. The emergence of new media provides the opportunity to disseminate awareness on marine conservation to a wider audience. However, the efficacy of this medium in the local context has yet to be determined. Hence, this paper presents the early assessment of the effectiveness of a new media model for promoting marine conservation awareness in Malaysia. Data from nine semistructured interviews with marine experts, media practitioners and media influencers are presented. The results emphasized the importance of developing a long-term communications strategy that advocates for a new media model to promote awareness of marine environmental impacts and conservation issues. The findings suggest that the new media has great potential to promote marine conservation awareness with higher impacts than conventional media. Nevertheless, further research is needed to explore the long-term effectiveness of the new media model and its potential to bring about positive behavioral changes among the target audience.

Wartime segmentation: Class, gender, and nation in the marketing of consumers, Sweden 1939–1945

In line with recent research that regards the Second World War as a “defining moment” rather than a temporary disruption to the development of consumer societies, this paper explores how consumers were imagined in nonbelligerent Sweden. The main empirical source material consists of business-to-business advertisements from newspaper and magazine publishers aimed at potential advertisers. There, publishers portrayed their readers as suitable consumers, and, given that the division of the press constituted the main infrastructure for reaching different consumer groups, this is interpreted as a key to understanding market segmentation processes. The findings show how geographical, demographic, and psychological factors were considered in optimizing advertising influence and reaching classed and gendered target audiences. Although the segmentation process consolidated during the war, focusing on stable, large consumer groups, the imagined consumer also underwent fundamental changes, combating anxiety and despair through dreams of both future and present patriotic consumption.

ANONIMITAS VISUAL DAN PENEKANAN VERBAL: Tinjauan Semiotika Konten Instagram BNN Cegah Narkoba

The success of the Badan Narkotika Nasional (BNN) in protecting and saving the Indonesian people from stopping illegal drug trafficking in 2021 has exceeded the target set. This can be realized thanks to preventive campaigns, including Instagram social media. This research aims to present the results of a semiotic analysis of visual content uploaded by BNN via the BNN Cegah Narkoba Instagram account (@bnn_cegahnarkoba) from January to June 2022 based on their success in reducing the rate of triggering and illicit circulation of drugs in Indonesia throughout 2021. The method used in this study is the triadic semiotic analysis by Charles Sanders Peirce, who interprets the relationship between objects through DKV elements, DKV principles, and typography in contents with a representamen that produces an interpretant. The results of this research show that the meaning of the BNN Cegah Narkoba’s campaign content tends to display anonymous visual representations of its audience and places more emphasis on preventive verbal messages. Additionally, visual associations to symbols of popular fictional characters are also used so that the range of impact can be even wider. This tendency is carried out based on compliance with media ethics and consideration of the target audience dominated by young people. Keywords: anti-drug campaign, BNN, Peirce’s semiotics

Recruiting carers for older children and youth: Messages and methods of media campaigns

In recent decades, foster care systems across western countries have entered a state of crisis with the volume of children entering care outpacing new foster carers. Recruiting carers for older children and youth is particularly challenging, as most new foster carers and adoptive parents prefer younger children. This study reviews out-of-home care recruitment campaigns that target carers for older children and youth, across selected English-speaking countries. A total of 89 campaigns across five countries were analysed to identify common messages and use of persuasive methods (appeal to logic, emotion and character). Three categories of themes underpin the messages used to motivate people to care for an older child: child-focused, carer-focused and community-focused messages. To enhance the recruitment campaigns for carers of older children, the authors draw upon persuasion and social norms theories to recommend a framework integrating message framing, trusted and reliable messengers, collective values of target audience and use of persuasive methods.