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Their prepared datasets helped Cooper quickly create a few maps and charts to show the geographic distribution of World Heritage Sites and those on the Danger list. Luckily, the UNESCO website had already assembled most of the content we’d need for this story in one place. Can you include a character in it, with whom they’ll identify? Can you describe a scenario similar to one they’ve likely been in themselves? If you can find a way to relate to your readers, the chances of them hanging on every word of your story increase exponentially.
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If you need to target lots of different audiences, repurpose your content and create versions more closely tailored to the needs of each group. Your target audience should never be “everyone.” That’s setting the bar unrealistically high, and it makes it rather impossible to answer the two questions that come next.These were the kinds of discussions my friends and I would engage in regularly, so it made sense that this would be the right audience to cater to as I worked. As a reflection on what it’s like to have your life and plans get completely rearranged because of new responsibilities, I wanted the story to feel accessible and relatable to my millennial peers. With lions, elephants, and rhinos typically receiving the bulk of the coverage in conservation pieces, a story about giraffes would be different enough to cut through the vast amount of animal-related content these readers consume.Ī fun, personal project, this story grew from my need to scratch a creative itch-but that didn’t negate the importance of keeping the reader in mind. Instead, we sought to create something that would intrigue and inform everyday animal lovers who had a general interest in conservation. Given our own subject knowledge, we knew we weren’t equipped to craft a story for experts in the conservation field. This time we were motivated by the peculiarities of the world’s tallest land mammal, and its worrisome conservation status. The Surprising State of Africa’s GiraffesĬooper and I teamed up on this story, too. Providing greater detail about the ways UNESCO and its partners try to protect at risk sites seemed like a good way to get their attention.
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Members of both groups were likely to be interested in, but not intimately familiar with, the culturally significant sites inscribed on the World Heritage List. In particular, we wanted the story to be a useful resource for students in high school or undergrad, while also piquing the interest of general travel enthusiasts. When my colleague, Cooper, and I set out to create a story about UNESCO’s World Heritage in Danger List, we decided we wanted to create a high-level explainer for someone who had no idea what this list was or why it mattered.