Mark is missing with “Target Viewer” by CommunicateHealth wehearthealthliteracy

Alt: One doodle picks up a paper airplane in another doodle and shouts, “Stop yet! I’m trying to target you with information!”

Here We ❤ Health Literacy Headquarters, We are no strangers to the terms “target audience” and “target population” – they are health less bread and butter! But when you think about it, they’re not such a great way to refer to… any.

“Target” seems like a tad offensive We try to stay away from the army. And it can make people feel like they belong, ahem, Targeted – Instead In priority, Which is what we are really trying to say! This meaning can get particularly dicey when you write about marginalized communities.

Of course, your end users never set their eyes on a document where you tell them your “target audience” – or something else. But unfamiliar things happened! And our grade-school teachers would love to say, if you don’t use a word when talking To For some, it’s better not to use it About They.

So how do we talk about people trying to reach out to our internal communications, conference poster presentations, and so on? We’ve got some ideas – and they’re super simple dreams!

Try this:

  • Our primary audience for the campaign is black Americans aged 25 to 44.
  • We are prioritizing people who are unable to access us.
  • Social media content was very effective in reaching the intended audience.

Not that:

  • Our target audience for this campaign is black Americans between the ages of 2 and 44.
  • We are targeting people who are unable to access us.
  • Social media content was very effective in reaching the target audience.

Bottom line: try “objective,” “priority,” or “primary” instead of “target”.

Tweet about: We hear the word “target audience” a lot on #healthcom. CommunityHealth says it’s worth revisiting: https://bit.ly/3sb6IVx #HealthLit

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