Today many special populations still struggle to find their way to access the same health benefits as many other populations. As a result, it is imperative to tailor messages to these audiences that fit within the context of their values and their worldviews. It is not enough to simply pull together great creative concepts to effect change.

The way to mobilize is to hyper-focus and tailor a message into everyday conversations that consider the current struggles and pain points of the targeted individuals. Once you demonstrate understanding where they are, what their needs and desires are, along with their constraints, you are able to share a more empathetic campaign designed with the audience in mind that will connect with your audience and catch their attention and perhaps mobilize them into action for better health.