TARPARE: A method for selecting target audiences for public health interventions

Objective: This paper presents a model to assist the health promotion pract itioner systematically compare and select what might be appropriate target groups when there are a number of segments competing for attention and reso urces. Method: TARPARE assesses previously identified segments on the following cr iteria: T: The Total number of persons in the segment; AR: The proportion o f At Risk persons in the segment; P: The Persuasibility of the target audie nce; A: The Accessibility of the target audience; R: Resources required to meet the needs of the target audience; and E: Equity, social justice consid erations. The assessment can be applied qualitatively or can be applied suc h that scores can be assigned to each segment. Two examples are presented. Conclusions: TARPARE is a useful and flexible model for understanding the v arious segments in a population of interest and for assessing the potential viability of interventions directed at each segment. The model is particul arly useful when there is a need to prioritise segments in terms of availab le budgets. Implications: The model provides a disciplined approach to target selection and forces consideration of what weights should be applied to the differen t criteria, and how these might vary for different issues or for different objectives. TARPARE also assesses segments in terms of an overall likelihoo d of optimal impact for each segment. Targeting high scoring segments is li kely to lead to greater program success than targeting low scoring segments .