Defining our Audience with interviews
In our “Brand Strategy- Advertising and Press Relations” presentation we decided to address and talk to people who have actually received racism. In this course we decided to define as a BeyondRace team this audience so that we can achieve our goal, that is, to talk to them in real time.
So after continuous research we came to the conclusion that the groups that are immediately associated with our audience are the people who inflict the racist acts to our group.
In particular, we considered it right to address people who support the BLM organization who are mainly young in age. These people are willing willing to protest and fight for black people’s rights. On the other hand there are also people in Greece that are sceptical about fighting towards black people’s rights. That’s probably because they think that black people’s problems doesn’t affect them. Is our responsibility to awaken them and show them that racist actions affect everyone.
Finally in order to be able to protect people who have been racist for years we need the young people on our side. The active ones, the vocal ones, the ones that are still shaping their views on the world and cut the racism out before it roots in them.
Our target audience will be aged from 18 to 24 years old, of any gender and people from all classes who are Greek citizens and will be mostly university students and young adults.
The main reason we decided to address this audience is becauseYoung ambitious people are most likely to start a change.To raise their voices and fight for equality and justice. We’ve seen millions of them around the world protesting about the Black Lives Matter movement and fighting for a better future.But what about Greek people? Are we awakened by what’s going on in the world-or even in our country-when it comes to racism and the many crimes against black and brown people?Are we ready to be vocal and actually try to make a change?
We’d hope that as BeyondRace we can change that.Starting from university students-just like us-we can work as an ‘’eye opener’’ and help raise awareness about this issue.A great way to see where we are standing is by interviewing a significant amount of Greek university students and work based on the results.
In order to reach our ultimate goal in the elimination of racism and in our communication with real users, we created a series of questions so that it would be easier for us and the interviewees to answer only this issue and to know their own point of view on the subject.
