Effective communications don’t convince employees that they should do something, but that they want to do something. This starts with understanding your audience. How do your employees differ demographically or otherwise? Employees may seek different health and well-being resources at different stages in life or based on different demographic characteristics, predispositions, personality traits and social contexts.1,2 What are their life goals, and how can you link the program to their health goals? Help workers find meaning in their choice of healthy behaviors, like feeling fit and full of energy and spending quality time with friends and family. An employee who doesn’t like to exercise may enjoy the company of fellow workers engaged in a walking group. These types of insights inform how you frame programmatic offerings. To create persuasive messages, first talk to workers to understand their needs and interests. This can be done through surveys or in group discussions.