CMR in Baluchestan at the time was thought to be ~200/000 meaning that 1 child in 5 died before reaching the age 5. The major contributor to this figure was diarrhoea, complicated by malnutrition.

Naturally, if this is defined as the major health problem in an area, the more one knows about community dynamics, the more likely it is that one can target those most likely to be able to change the situation – the intended audience.

Also, the method one uses to reach the intended audience can have a profound effect on the success of the project. Careful analysis of the audience and the different media to reach (and affect them), is essential.