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Australian lessons for developing and testing a culturally inclusive health promotion campaign
Telenta, Joanne Jones, Sandra C. Francis, Kate L. Polonsky, Michael J. Beard, Joshua Renzaho, Andre M. N.
Telenta, Joanne
Jones, Sandra C.
Francis, Kate L.
Polonsky, Michael J.
Beard, Joshua
Renzaho, Andre M. N.
Abstract
The purpose of the study was to develop and test culturally appropriate health promotion materials that were seen to be socially inclusive in regard to blood donation within the Australian-African community. Materials were produced in multiple languages (English, Arabic, Swahili and Kirundi) and were initially developed based on previous pilot data, with feedback from the project partner (Australian Red Cross Blood Service) and the African community. Seven formative focus groups with 62 participants were then conducted to ensure the materials would be effective, credible and culturally acceptable to the target audience, including preferred messages, taglines and images. The response confirmed that quotes and images from community members (as opposed to actors) were critical to ensure messages were engaging and believable, and had meaningful taglines that were perceived to be authentic. The refined materials were then used in a community intervention study. The evaluation included an assessment of respondents’ views of the messages post-intervention. Of the 281 African migrants who saw the campaign materials during the intervention period, the majority (75.8%) strongly agreed that the materials made them feel part of the wider Australian community. These results suggest that engagement in developmental activities with targeted communities is important for creating positively viewed culturally targeted public health campaigns. A six-step process is suggested that could be used by other organizations to ensure that messages are acceptable to targeted migrant communities.
Keywords
culturally adapted messaging, blood donation, African migrants, health promotion, social marketing
Date
2020
Type
Journal article
Journal
Health Promotion International
Book
Volume
35
Issue
2
Page Range
217-231
Article Number
ACU Department
ACU Engagement
Non-faculty
Non-faculty
Collections
Relation URI
Source URL
Event URL
Open Access Status
License
All rights reserved
File Access
Controlled