TARGET AUDIENCE

The target audience for our campaign is broad, as we aim to advocate for more yes votes during the referendum and inform Woolworths' customer base about their stance on the movement Woolworths attracts a diverse range of customers across different age groups due to its popular supermarket chains that cater to daily necessities However, it's important to note that a significant portion of their audience may already be familiar with the referendum, which should be taken into account

Considering the broad nature of the audience, using simple and accessible language is crucial to appeal to a wide range of people, including Australia's culturally diverse population Since children are unable to vote in the referendum, there is no need to incorporate visuals specifically targeting them. However, it is important to recognise that certain segments of Woolworths' customer base, such as those using smaller metro supermarkets or a younger demographic (18-24) who may be less engaged with news, might be unaware of the referendum. Therefore, providing information through flyers and billboards in these locations becomes crucial to effectively reach and inform these audiences.

For the younger audience who are less likely to see in-store advertisements due to online shopping or living with their parents, social media advertising plays a vital role in reaching them. Platforms like Twitter can effectively engage this demographic, as they are more digitally connected and may consume less traditional news sources. On the other hand, targeting an older audience (60+) who may be less tech-savvy and prefer print media becomes more challenging on platforms like Twitter. Instore flyers and the article in Fresh Ideas magazine serve as effective means to reach this demographic, as they are more likely to engage with print materials.

Considering the ongoing impact of COVID-19 and the potential oversight of flyers in dense supermarket environments, having an article in Fresh Ideas magazine becomes instrumental in reaching specific audiences such as busy mothers who regularly read the magazine for meal ideas. By tailoring our campaign messaging and utilising various channels such as social media, in-store advertising, and print media, we aim to effectively reach and engage Woolworths' diverse customer base, ensuring broad awareness and support for the referendum.