Identify target groups


After you define communication objectives, you need to identify specific target groups relevant to your objectives. Try to answer the question: What are the main characteristics of your target group? Who are the people important for the objective you wish to achieve?

Underrepresented groups are difficult to reach because of language, geography, cultural perspectives or religious differences, or have been resistant to youth mobility. You can gather some local demographic data that are available to help you learn more about age, ethnicity/race, family configurations, special needs, religious preference and geographic distribution etc.

These vulnerable youth are usually disproportionately growing up in low-income households, and they are more likely to be youth of color, immigrant youth, LGBTQ youth, or youth who have sustained experience with foster care, homelessness, or the juvenile justice system. With that in mind, try to recognize which young people have these features and try to approach them according to our suggestions. 

This could help you create effective message adapted to their perspectives, needs and concerns

To boost your engagement contact organizations and associations that could help you address under-represented youth and ask them to share and support your posts. That could be:

Social clubs

Services agencies

Public libraries

Civic organizations


Religious organizations

Community service groups

For easier managing, you can use the following table (the first row is exemplary):