End-users / Target audience involvement

Introduction
The target audiences of the 4HER's project are the female workers of factories participating in LIFE Center's Worker Program (under the sub project HERproject).

References photos
These photos are provided by Mr. Tan and compiled from LIFE Center's official website and Facebook page.



Who are they?
Peer Health Educators (PHE) are the more energetic, influencing and clever female workers chosen by LIFE Center to attend training sessions to become a bridge between LIFE and their peer workers. Around 10-30 of them will be given the chance to attend training sessions and given the materiasl (flipchart) to bring back to the factory to share what they have learnt to peer workers during break time.

At first, 4HER team was highly confused about the definition of PHE. We thought they are LIFE staff/ health specialists. In the first pitch, this matter was clarified by client and the team understand about the target audiences better.

Photos
Thanks to the photos of PHE wearing their signature pink t-shirt, 4HER team got a more accurate visualization of the character development. Thanks to the photos of the PHE using the physical flipchart in action (plus the sample printed flipchart and Mr. Phong's short tutorial video), the team understand the structure and function of the flipchart better and layout the flipchart more correctly.

How to reach them
Reaching the target audiences (aka. the end users of 4HER products) is an extremely difficult task that the team had thought about during the first brainstorm sessions (even mentioned in the original proposal). In the Covid-19 situation (June - September 2021), the whole HCMC was under extreme locked down and industrialized areas were heavily impacted. Hence, traveling to any factories to interview and get feedback from factory workers is simple impossible.

Mr. Patrice Crespy talked about this briefly and reminded the team not to "wander around any factories for any reasons".

During the first pitch, the team raised this issue with the client and they responsed with a glimspe of hope: LIFE Center staff may be able to access factories that are less severely impacted and get the feedback from them on 4HER's behalf.

End users feedback to final product
After finishing our Package of Contraception Methods and sent it to Client on 6 August, Mr. Tan said that he could help us with the Survey for End-user feedback so the Survey link was sent by our Team Manager on the following day to Mr. Tan. Thankfully, despite of Covid pandemic, the survey still got around twenty responses after 2 day. We devided the Survey into 2 part : Video and Flipchart.

In Video section :

With first question about on the scale of 1 to 10, how sastified they are with the visual of video (Characters, Colors), the response showed 18 on 22 people grade it from 8 to 10, which surpirse us because that is the good sign that our research about Target Audience is correct and we had made the right product for the right people.

Second question was ask about how understandable our video, Does it easy to understand or not. The question was asked to know that if our narration/ conversation through out the video was familiar with workers and does it too complicated for them to understand or not. And again, 17 on 22 people chose 9 and 10 on the scale from 1 to 10 which showed that our video had succeed in making a short video but straight-fowarded and inclued important information of contraception according to Client new brief ( Check Client' Brief for more detail ).

About third question, we gave our End-users many adjactive and ask them to choose which was best describe our video ( Funny / Familiar / Attractive / Formal / Lengthy / Easy to Understand ), Eventhough there are 6 responses chose Formal and Lengthy which could considered as negative to a marketing video but there are 34 response chose Funny / Familiar / Attractive which is the mood that we want to deliver through the video.

In the last question of Video section, we asked if they would send or share the video to other workers / colleagues because we thought that, if they are interested in sharing it with others, it means that our video catched their attention, shareable and qualified as a marketing video. with 90% of responses chose Yes, we finally felt proud for being on track and followed the right direction on this project.

In Flipchart section :

Again, we want the End-users to grade our Flipchart on the scale from 1 to 10 about how they feel when they look at our Picture of the flipchart, it was same question but for 2 aspect : Aesthetic and Understandable. More than 80% of responses grade our Flipchart above 7 which showed that the art style is suitable and easy to under to most of workers.