TABLE 2.

Primary, Secondary, and Tertiary Audiences of BCC Activities

Level	Type of Audience	Specific Audience
Village/tola/community level	Primary audience: Will be carrying out the intended action and therefore the prime target for BCC interventions	Patients and families in the endemic areas Communities and clusters living in damp humid areas and near vegetation, especially certain vulnerable sections of the population (excluded communities and marginalized groups) Workers in agricultural fields and in cowsheds Pregnant women and families with children residing in the endemic areas
Village/tola/community level	Secondary audience: Responsible for facilitating the desired action toward successful behavior change	Community-level key influencers and opinion leaders such as PRI members, religious leaders, SHGs/AGGs/youth groups, school teachers/headmasters Children in middle and secondary schools
Village/block level	Secondary audience: Responsible for facilitating the desired action toward successful behavior change	MoICs, frontline health workers (if any), and active SHG women
District, state, and national level	Tertiary audience: Responsible for providing an enabling environment for sustained behavior change	Policy makers and program managers

Abbreviations: AGG, adolescent girls' group; BCC, behavior change communication; MoIC, Medical Officer In-Charge; PRI, Panchayati Raj Institution; SHG, self-help group.