When you want your employees to understand your security awareness message, it is a good idea to make your message resonate with them. One step on that road is to realize that
Realizing this is a first step to understand that most employees have other focuses, hobbies, interests, tasks and personality type than you and your security team. Analyzing your target audience is an important step towards understanding how employees are different, and how you can adapt the security message to resonate with them.
One tool you can use to better understand other people, and as such, your colleagues, is Personas. Geordie Stewart wrote a nice summary and some ideas on how to use Personas in your awareness work.