You can’t make people care about shit they don’t care about

No amount of facts, stats, reason or logic can make someone care about something they don’t care about.

No amount of media coverage can make someone whip out their wallet to help your organization do something they don’t care about.

No amount of message development or celebrity endorsement can make someone care about something they just don’t care about.

You got to start with your audience. What is it that they care about? If you don’t know, you better start asking.