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Refugee awareness of a transformative intervention to increase blood donations
Polonsky, Michael Jay Ferdous, Ahmed Robertson, Nichola Jones, Sandra Renzaho, Andre Telenta, Joanne
Polonsky, Michael Jay
Ferdous, Ahmed
Robertson, Nichola
Jones, Sandra
Renzaho, Andre
Telenta, Joanne
Abstract
Purpose
This study aims to test the efficacy of the awareness of a transformative health service communication intervention targeted to African refugees in Australia, designed to increase their intentions to participate in blood donation and reduce any identified barriers.
Design/methodology/approach
Following the intervention launch, a survey was administered to African refugees. The data were analysed with structural equation modelling.
Findings
Intervention awareness increases refugees’ blood donation knowledge and intentions. Although it has no direct effect on refugees’ medical mistrust or perceived discrimination, intervention awareness indirectly reduces medical mistrust. The findings, thus, suggest that the intervention was transformative: it directly and indirectly reduced barriers to refugee participation in blood donation services.
Research limitations/implications
Limitations include a relatively small sample size, single-country context and measures that address blood donation intentions versus behaviours.
Social implications
Addressing health service inequities through intervention awareness, via the mere exposure effect, can facilitate refugees’ health service participation and inclusion.
Originality/value
This study contributes to transformative service research and responds to calls to improve individual and community well-being by testing a transformative intervention targeted towards vulnerable consumers. Not all targeted refugees donated blood, but being encouraged to participate in this health service within the host society can foster their greater inclusion.
Keywords
health services, refugees, transformative intervention, service communication, transformative service research, well-being, co-design, transformative
Date
2023
Type
Journal article
Journal
Journal of Services Marketing
Book
Volume
37
Issue
2
Page Range
138-154
Article Number
ACU Department
ACU Engagement
Collections
Relation URI
Source URL
Event URL
Open Access Status
License
All rights reserved
File Access
Controlled