Target Audiences

Target Audiences

For the purposes of understanding small nuances in our tone of voice and communication style to different audience groups, the below breakdown of target audiences are emphasized:

Primary Audience

The primary beneficiaries of the Wavumbuzi Challenge are Secondary School learners, corresponding ages 13 - 18, in Kenya and Rwanda respectively.

All students are invited to register and participate in the Wavumbuzi Challenge.

• Rwanda Students S1 - S6

• Kenya Learners Form 1 - 4 and Grades 8 - 12

Secondary Audience

As direct influencers to encourage learners to participate, marketing and communication efforts are directed to develop a sustainable and loyal network of educators, such as principals and teachers.

• Secondary School Principals

• Business-related Subject Teachers

• Parents

Resources

• Video: Why are teachers important?

Tertiary Audience

Whilst not a direct beneficiary of the Wavumbuzi Challenge, but a critical stakeholder in our ability to implement and access schools, we actively nurture strategic relationships with school institutions and organizations which oversee secondary school learning, such as government bodies and other implementation partners. Adding the support and endorsement of these partners at an institutional or organizational level has proved to facilitate greater teacher mobilization and learner participation throughout the duration of the challenge.

• Regulatory Bodies

• Implementation Partners

• Innovation Experts

Audience Motivators

Intrinsic Motivators

Learners

• I want to respected by my peers (elevate social status)

• I want to be successful (rich and famous)

• I want to change my personal circumstances (improve socio-economic situation)

• I want to be one step ahead when I leave school (know/understand more)

• I want to be financially secure and take care of my family.

Teachers

• I want to be recognized as an excellent teacher amongst my peers (social status)

• I want my students to be the best (social status)

• I want to change the way my students see the world for the better (altruism)

• I want to help my students be successful (altruism)

• I want to be part of building my community/country’s future (altruism)

• I want to learn more so I have more to share with my students (be good at my job)

Parents

• I want my child to be a shining example I can be proud of (elevate social status)

• I want to give my child more than I ever had (improve socio-economic situation)

• I want the best education (and everything else) possible for my child (aspiration)

• I want my child to be prepared for life after school (security/parental instinct)

• I want my child to have future job security (security/parental instinct)

• I want my child to have a respected profession (social status)

Extrinsic Motivators

Learners

• Weekly Incentives & Rewards (Data, money, mobile devices)

• Grand Prizes

• Certificates

• Featured as top Wavumbuzi student in newspapers

• Meet influential people and other inspiring entrepreneurs

Teachers

• Weekly Incentives

• Grand Prizes

• Certificates

• Recognition as best teacher/educator

Parents

• Financial security when I’m older (kids looking after parents)

• I want to brag about my children’s performance to friends & family.