| Summary: | Several Lighten Up programs around the United States were qualitatively studied in efforts to determine their target audiences and the communication channels used to reach these audiences. To guide this study, principles from the social marketing framework and the diffusion of innovations theory were applied. Several Lighten Up program executive directors and other high-ranking individuals in charge of the programs were interviewed in-depth to answer questions pertaining to target audiences and communication channels. Inductive data analysis illustrated that programs did not segment their target audiences, that more programs depended on interpersonal and group communication than mass communication, and finally, that programs relied on opinion leaders, innovators, and early adopters to diffuse the program. This one-dimensional view of the audience and the lack of research also found caused the Lighten Up programs studied to have two of the symptoms of organization-centered programs.
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