For this project, we created an audience profile to target a PSA based on the topic discussed in the literature review. The goal was to make the content engaging and accessible by balancing scientific information with the audience’s preferences and interests. I chose the South Asian elderly as my audience to discuss the importance of making small changes in their daily routine to prevent diabetes from emerging or advancing.
Q&A
What audience did you target for your PSA, and why did you choose that audience?
I focused on the South Asian elderly audience because they are among the most affected by diabetes. As a young South Asian woman, I’ve observed that many in the older generations are diagnosed with diabetes, often due to poor dietary habits and a genetic predisposition to insulin resistance. My goal was to demonstrate that diabetes can be prevented with small, manageable changes in diet and exercise—an especially crucial message for a community where a sedentary lifestyle is common.
How did you tailor your message to be engaging and accessible for this specific audience?
I designed my PSA in the style of a news report because many older individuals prefer watching the news over other media outlets. It’s easily accessible on TV and phones, and its long-standing format makes it familiar and straightforward to understand. I used bold, bright fonts and colors to make the text more readable and relied on short, concise sentences for clarity. To make the PSA more relatable, I incorporated videos showcasing South Asian families, ensuring the content resonated with the target audience.
What challenges did you encounter when creating the PSA, and how did you overcome them?
I faced challenges in deciding which topics and details to include in the PSA without overwhelming the audience with too much information. I wanted to address diet changes, the importance of exercise, regular doctor visits, and other key points, but I realized this could feel like information overload, which many elderly individuals may not find engaging. Instead, I prioritized what I felt was most important and included less critical details in a way that supported the message without making them the focal point.
What do you think is the most impactful aspect of your PSA, and why?
I believe the statistics were the most impactful part of my PSA because they highlight just how prevalent diabetes is within the South Asian community. They also emphasize how small, everyday changes can significantly reduce the risk of diabetes without compromising cultural traditions or lifestyle, which is a worry that many South Asian elderly harbor.
How does your PSA connect to your broader goal of making science forward-facing and accessible?
I made deliberate choices to ensure the PSA was accessible by carefully selecting the amount of information to include, as well as the colors, fonts, and overall tone. These decisions are often overlooked, especially by scientists, who tend to create their work with the assumption that only other scientists will understand it. I believe it’s crucial to consider the preferences and needs of specific demographics, using these insights to make information more relatable and engaging for a wider audience.
