This blog was initially published by PR News.
Every communications campaign has a goal. A communications team may want people to attend an event, enroll in a program, change a behavior or simply feel more connected to an organization. No matter what the objective is, a campaign will only be successful if the people it is trying to reach see themselves in the message.
This is why inclusive communications should never be an afterthought. When organizations think about inclusion from the very beginning of the planning process, they create campaigns that are more authentic and ultimately more effective. The best campaigns make audiences feel like they belong in the conversation.
An Inclusive Example from the American Public Health Association
A great example was the “We Can Do This” campaign by the American Public Health Association (APHA) during the COVID-19 pandemic. When COVID-19 vaccines became widely available, the U.S. Department of Health and Human Services (HHS) faced a significant wave of vaccine hesitancy. Many communities had different questions, experiences and trusted sources of information regarding vaccines.
Rather than relying on one universal message, HHS built the campaign around audience-specific communications. HHS developed materials in dozens of languages; partnered with trusted local organizations, faith leaders, health care providers and community influencers; and created culturally relevant messaging for communities including Black, Hispanic and Latino, Asian American, Native Hawaiian and Pacific Islander, Tribal, rural, older adult, people with disabilities and LGBTQ+ populations. The campaign also prioritized accessibility by providing closed captions, American Sign Language interpretation, accessible digital materials and plain language resources.
The strategy recognized that inclusion is about making sure every audience has an opportunity to hear, understand and act on the message. This takeaway can be applied to campaigns of every size.
Inclusive Communications Campaign Checklist
To help build a successful inclusive communications campaign, communicators should ask the following questions.
When inclusion becomes part of the planning process instead of the editing process, you can create campaigns that build trust and help ensure that everyone has the opportunity to engage with your message.
And that’s what great communications should do.
