Alt: A doodle goals a paper airplane at one other doodle and shouts, “Hold still! I’m trying to target you with information!”

Here at We ❤ Health Literacy Headquarters, we’re no strangers to the phrases “target audience” and “target population” — they’re well being comm bread and butter! But when you concentrate on it, they aren’t such an effective way to confer with… effectively, anybody.

“Target” sounds a tad aggressive, like militaristic phrases we attempt to keep away from. And it might make folks really feel they’re being, ahem, focused — moderately than prioritized, which is what we truly imply! This connotation can get particularly dicey whenever you’re writing about marginalized communities.

Of course, your finish person could not ever set eyes on the doc the place you name them your “target audience” — or anything. But stranger issues have occurred! And as our grade-school lecturers appreciated to say, for those who wouldn’t use a phrase when speaking to somebody, it’s greatest to not use it when speaking about them.

So how will we speak concerning the folks we’re attempting to achieve in our inner communications, convention poster displays, and the like? We’ve acquired a couple of concepts — and so they’re tremendous easy swaps!

Try this:

  • Our major viewers for the marketing campaign is Black Americans ages 25 to 44.
  • We’re prioritizing folks with disabilities in our outreach efforts.
  • The social media content material was very efficient at reaching the supposed viewers.

Not that:

  • Our target market for the marketing campaign is Black Americans ages 25 to 44.
  • We’re focusing on folks with disabilities in our outreach efforts.
  • The social media content material was very efficient at reaching the target market.

The backside line: Ditch “target” viewers — attempt “intended,” “priority,” or “primary” as an alternative.

Tweet about it: We hear the term “target audience” a lot in #HealthComm. @CommunicateHlth says that’s worth revisiting: https://bit.ly/3sb6IVx #HealthLit



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