You want to engage your audience with your message, which is the point you are trying to get across. It is likely to be very similar to the goals you have set. The key is how you package the message to make an impression and influence your audience.

People are overwhelmed with information these days. Think about the number of books being published each year or the number of items in an average supermarket. When we are inundated with information, the mind tends to accept only what matches prior knowledge or experience. Emotion precedes our conscious feelings and works in tandem with rational thinking to help us make better decisions. This will be especially true when our audience is at low levels of readiness. For lower levels of readiness:

• Little effort is given by your intended audience to noticing and processing information about the issue. We don’t see what we’re not interested in.
• Your audience is not likely to expend much time or resources focusing on this issue.
• You cannot require much of your audience. For example, any events must be fun and easy or have some other purpose.

In other words, you will need to find creative ways to package your message. Emotional or moral appeals are likely to be much more effective in gaining the attention of your audience instead of rational appeals. Numbers and dry facts will not sway your audience. Go for their heart, not their head. Personal stories from affected individuals can be very powerful. You can still supplement these with facts and figures.