Going above and beyond: How to engage with ‘easy-to-exclude’ audiences

For any organisation that communicates with the public – whether in the public, private or voluntary sector - engaging so-called ‘hard-to-reach’ audiences remains one of the most persistent challenges.

Whether ambivalent, sceptical or even distrustful, these groups often feel disconnected from the authorities or those they feel are representative of mainstream society – even when the content and messages aim to support them.

At Freshwater, we specialise in helping organisations overcome this barrier. Real engagement means far more than simply broadcasting information or using certain types of images. It requires a considered, strategic, audience-first approach to inclusive communication, as well as a proactive approach to community engagement.

The term ‘hard-to-reach’ audiences has evolved over time. Today, terms like ‘seldom-heard’ or ‘under-represented’ are preferred – reflecting the reality that the difficulty lies as much in the communicator’s approach as in the audience’s willingness to engage.

Some organisations now refer to these groups as ‘easy-to-exclude,’ shifting the responsibility back to those delivering the message. If a campaign fails to resonate, it’s a sign that strategies, channels and perhaps even core messages may need to change.

Smarter outreach, not just bigger budgets

In the face of budget constraints, communications teams often prioritise ‘easier wins’. But reaching disengaged groups isn’t about spending more – it’s about being smarter.

Effective public sector communications focus on selecting the right channels, crafting culturally relevant messages and working with trusted community partners. Digital engagement, grassroots outreach and face-to-face interaction must be carefully tailored to reflect how different groups access information, consider important issues and make decisions.

Case study: Live Fear Free

A standout example is Freshwater’s work on the Welsh Government’s Live Fear Free campaign, which aimed to raise awareness of domestic abuse, sexual violence and coercive control among groups often missed by traditional campaigns.

Our audience included ethnic minorities, LGBTQ+ communities, refugees, disabled people, older individuals and men – each requiring a tailored approach. We collaborated with grassroots organisations, developed bespoke content and distributed materials through trusted local networks.

Messaging was translated into ten languages, with posters and leaflets placed in community spaces such as washrooms in motorway services, shopping centres and bars, LGBTQ+ venues and refugee support centres. By combining targeted digital outreach with community engagement, the campaign successfully opened up conversations with audiences who had previously been hard to engage with.

Crafting messages that resonate

For inclusive campaigns to succeed, messaging must be empathetic, authentic and properly tested with the target audience. Visual diversity, culturally sensitive content and relatable storytelling help ensure that campaigns connect with people’s real-life experiences.

At Freshwater, we advocate for message testing through focus groups and community panels to refine creative concepts and avoid alienating audiences.

Trusted partnerships make the difference

Reaching overlooked audiences is not a solo effort. Partnering with influencers, stakeholders and organisations already embedded in communities can significantly amplify a campaign’s reach and credibility.

Our work consistently demonstrates the power of collaboration in community engagement strategies, helping them to deliver meaningful impact. It is also important to remain consistent and follow up with the communities you are communicating with. Organisations that are felt to be ‘here today, gone tomorrow’ are unlikely to gain trust and build lasting relationships.

The bottom line

If an audience feels unheard, the solution isn’t to shout louder. It’s to listen harder.

At Freshwater, we understand that ‘hard-to-reach’ is often another way of saying ‘not reached in the right way’. By combining strategic insight, inclusive messaging and trusted partnerships, we help organisations engage with the people they need to reach most.