The New Vision and the New Target Audience

Armed with a journal and a laptop, over Christmas break, I scripted out the new vision and target audience.

Thanks to those of you who humored me by letting me bounce the concepts off of you (Dad, Kelly, Mike, Kasey).

• Motto: Igniting Souls on Fire
• Vision Statement: Connect people to a process that ignites their souls on fire.

The mission and milestones are, at this time, confidential. But, you will be the first to know.

At this time I’ll share the some details about my target audience. The two main sections are the disillusioned and the disengaged:

Disillusioned

DEPRESSION – According to the World Health Organization, depression is one of the leading causes of disability, with approximately 121 million people suffering with depression worldwide. The National Institute of Mental Health states that approximately 18 million people suffer from depression in America alone. Depression does not discriminate across age, race, gender, or class. Among teenagers it is estimated that 20 percent will suffer from depression at some point by the time they reach adulthood.
 
ADDICTION – The stigma associated with addiction is one of the greatest challenges to recovery. Each year only 10 percent of Americans who need alcohol and drug treatment get the help they need. Yet with treatment and support, people with addiction can lead productive lives.

SELF-INJURY – Experts estimate that 4% of the population struggle with self-injury. It has the same occurrence between males and females, even though in popular culture it can appear to be more prevalent among girls.
 
SUICIDE - The World Health Organization (WHO) estimates that each year approximately one million people die from suicide, which represents a global mortality rate of 16 people per 100,000 or one death every 40 seconds. It is predicted that by 2020 the rate of death will increase to one every 20 seconds.

Thanks to TWLOHA for some of these stats. Next post I will tell you about THE DISENGAGED.