Who do we want our communications messages to make a difference for, specifically and why?
who are we trying to reach?
Deciding who we want to try and reach and what difference we are trying to make through our communications is integral to our approach.
Different individuals in different circumstances will have different needs, and they may also face different barriers, prejudices, or discrimination so our communications should reflect that. For example, we may wish to communicate with individuals who have experienced, or who are at risk of experiencing sexual harm including:
- Women
- Men
- Non-binary individuals
- Children
- Individuals whose first language is not English
- LGBTQ+ individuals (this term in itself groups individuals together, many of whom will have different needs)
- Individuals who may experience prejudice, discrimination or oppression because of the way they look
- Individuals who may experience prejudice, discrimination or oppression because of their faith and beliefs
- Individuals who may experience prejudice, discrimination or oppression because of a disability, difficulty or a perception by others that they are ‘different’
- Individuals in a specific age group
- Individuals with dementia
- Individuals with learning disabilities or difficulties
- Individuals on the autism spectrum
- Individuals with conditions such as Attention Deficit Hyperactivity Disorder (ADHD)
- Individuals with other protected characteristics (for example expectant mothers)
- Families, friends and carers of both adults and children
- Individuals who are experiencing other crimes such as domestic abuse, modern slavery or human trafficking
- Individuals who are living in poverty
The list above isn’t exhaustive and what’s important to recognise with the ‘labels’ or ‘categories’ above is that human beings are complex so often more than one ‘category’ will apply to the individuals you may be trying to reach through your communications.
FOR EXAMPLE...
You may wish to communicate with young LGBTQ+ individuals who may be experiencing sexual harm in a relationship. Recognising the complexity of who we all are, can improve the way we communicate and the impact that our messages can have. Using this example, communications may wish to be designed with visual imagery representing young LGBTQ+ people and content which captures the complexity of sexual harm being caused by an individual that someone may love (or used to love).
If you’re LGBTQ+ and not out to your family and friends, and someone you’re in a relationship with is harming you sexually, we understand and respect that you may be anxious about talking to us. Our team offer a non-judgemental and compassionate service and will treat you with dignity and respect. No matter what your circumstances, for a free non-judgemental conversation to discuss your options so that you can make the right choices for you, visit us at…….
We need to consider and understand all protected characteristics and intersectionality[1], to ensure that we are communicating the right type of messages, in the right way, at the right time and in the right place with recognition of specific barriers or prejudices some individuals will be experiencing.
We also need to understand if and how our messages have been received, and what difference they have made.
Intersectionality is the theory that the overlap of various social identifies, as race, gender, sexuality and class, contributes to the specific type of oppression and discrimination experienced by an individual – dictionary.com
