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What if they don't know the project exists?

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To overcome this barrier you’ll need to think about how the people you want to reach might find out about your project, for example, what papers do they read, what radio stations do they listen to and where do they already go to meet, shop, pray or use services?

You may need to consider a variety of ways to promote your project, such as press, newsletters, face to face meetings, leaflets, community radio, internet, text messaging, or awareness raising events,

You should also consider the format of any publicity material you use. Use plain language without any jargon and make sure it’s easy to understand. People with learning disabilities sometimes find pictures and symbols helpful too. Translating all your information materials into all languages is often not cost effective or useful but you may need to think about what more you can do to reach people whose first language isn’t English.


A wellness project was set up to provide alternative therapies and classes such as meditation and Tai chi to people dealing with stress. Part way through the project, the group realised they weren’t reaching many carers, despite knowing that stress was a key issue for them.

Through discussions with their local health trust the project realised that the most effective way to publicise their project was through the professionals that regularly came into contact with carers in their own homes. So they ran a series of briefing sessions with the relevant agencies to help raise awareness of their project among carers.


A project set up to provide counselling to recent migrants living in London was considering how to publicise the availability of its services. The project wanted to reach members of the Somali community and initially planned to develop some promotional fliers (translated into Somali) which would then be circulated around GP surgeries.

Following advice from Social Services, the project realised that this approach would not be effective, due to the low literacy levels among many members of this community. Instead the project worked with the Social Services department and the local college to produce a short video in Somali, which could be played on GP waiting room information screens. The project also decided to monitor the effectiveness of the video by asking users how they found out about the counselling service.