I think it starts by treating them with respect and engaging with them as human beings with their own minds, thoughts, fears, and concerns. If you approach it through the lens of "How do I get X group to sign up to Y platform", people will quickly figure out that you aren't engaging with them at all. Your well-meant and genuine intentions will go nowhere.
My suggestion is that you can start with what the demographic in question cares about. Then look sincerely at if what you're trying to do actually addresses those real, sincere, valid concerns in a way that's comprehensible to a relatively ignorant person who is perhaps justifiably suspicious of being tricked.
My suggestion is that you can start with what the demographic in question cares about. Then look sincerely at if what you're trying to do actually addresses those real, sincere, valid concerns in a way that's comprehensible to a relatively ignorant person who is perhaps justifiably suspicious of being tricked.