Promoting your activities in an accessible way

You will already have ways you raise awareness of your activities and you can adapt these existing approaches to reach a wider audience.  For example, you might already have leaflets about your service that you send to local libraries. 

You might also want to target your promotion activity to particular equalities groups.  These might be groups you know are not accessing your provision.  So as well as promoting the service widely, you might consider a more proactive approach.  This might involve sending promotional materials to a wide range of equalities organisations – for example, local places of worship can be a good way of promoting activities with faith groups. 

You should think about:

  • Sending any written materials to more organisations and venues – particularly equalities organisations.
  • Working closely with equalities organisations to promote the service and raise awareness. 
  • Using existing networks or groups at a local level to help you to spread information about your activities.
  • Targeting existing services.  Your target group might use particular local services.  For example, young people might access local sports clubs. 
  • Making sure promotional material is in plain English – and available in different formats.
  • Using both written and verbal methods to promote your activities – think about using community radio and even word of mouth.
  • Testing your approach to promotion with people from equalities groups to identify any barriers and overcome these.

The most effective approach to targeted promotion will often take a two fold approach – generating general awareness though existing media, as well as working closely with existing networks or services.

Working with equalities organisations

  • A good starting point for promotion can be equalities organisations you have already engaged with (for example, in conducting a needs assessment).  They will already know a bit about your work, have an existing relationship with you, and even have some ownership of how the provision has been developed.  They can help you develop your promotional activity, generate referrals or raise awareness. 
  • Sometimes organisations might not have the time or resources to engage with you at particular stages, but that does not mean you should not engage them again.  New organisations or groups might emerge over time.  You should look at the section on Engaging Equalities Groups to find out how you might identify equalities groups and organisations. 
  • It may also be useful to work with other organisations who have contact with equalities groups - such as social work, health, housing providers, community groups - to raise awareness more generally. In some areas it may be appropriate to work with a local employer, for example if a large number of people from minority ethnic communities work for the same organisation.