Every time we prepare a campaign, we conduct tests using a sample of at least 300 parents. We make sure to include a range of respondents to obtain the best possible results and to achieve our objective with this target group. In the case of certain communities at risk, however, specific campaigns might be needed.
Since our organization currently depends on the generosity of the media, which give us air time, it is difficult for us to target specific markets. The media give us air time or space in newspapers, but we do not know when we will get it since it is often space that is not sold. As a result, we do not have complete control as to targeting diverse communities.