Mainstreaming = change

Mainstreaming is helping others to change and managing that change process. It is not focusing on wrong behavior and telling others what to do and what not to do. It is important to explore first current experiences and beliefs of the audience about the issue of mainstreaming. Audience research for a communication strategy should clarify in what stage of change the audience is. That will determine the communication objectives, messages and means to help them move to a next stage.