innovative ways of reaching ethnic minorities qaim zaidi ethnic strategy manager
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Innovative Ways of Reaching Innovative Ways of Reaching Ethnic MinoritiesEthnic Minorities
Qaim Zaidi
Ethnic Strategy Manager
South Asian men have 40% and women have 50% higher mortality rate from heart disease than the whole population
For young men the corresponding figure is 300% higher
The incidence of diabetes is 4 to 5 times higher in Asian communities
Facts and Figures Facts and Figures
Social MarketingSocial Marketing
Social marketing : aimed at increasing the acceptability of an idea/belief in one
or more groups of target adopters... involves the design implementation & control of programs
The sponsoring agency pursues the change goal in the belief that they will contribute to the individuals or society's best interests (Kotler and Roberto 1989, p. 24).
In the case of health promotion such a campaign will require:
an understanding of the modifiable risk factors which can form the basis of intervention
an understanding of the relevant health behaviours so that appropriate strategies can be designed (Thomas 2002).
this is particularly important where social marketing deals with behavioural change that is inconsistent with a consumer’s core belief system (Hastings and Saren, 2003).
Cultural SensitivityCultural Sensitivity
Encoder
BHF
Communications
In order for the decoding by the target audience to work, encoding by the BHF needs to take into account:
Decoder
Target Audience
Language Customs / culture Education level Religion Social class
Culturally SensitiveCulturally Sensitive
1
2 3Relevant and
ReceptiveCredibility
Culturally Sensitive
so the audience understands us
so the audience
believes usso the audience can act on what we say
Communications Process Model
BHFSender
Encodes message
Media Decodes message
Target Audience
BEHAVIOUR
NOISE
CHANGE
Message
Standardised campaigns Standardised campaigns vs. specific ones for communitiesvs. specific ones for communities
Reaching Specific Groups
Standard National Campaign
Increased need
for C
omm
unity Liaison
Decreasing co
sts per m
essage recipient
Adaptation of Messages
What is said, where and how
Standardised Offering for different groups
Booklets in Urdu, Gujarat, Punjabi, Bengali, Hindi, and English
Looking after your heart Medicines for your heart
10
12
Health Advocates’ TrainingHealth Advocates’ Training
• We are training health advocates and interpreters in CHD prevention and management bearing in mind the needs and sensitivities of ethnic minority patients
• We are also developing an off-the-shelf training resource pack for use by health professionals
• We have so far delivered 3 training sessions to a total of 60 health advocates
Mela Outreach ProgrammeMela Outreach Programme
We have been holding stalls at Melas (Asian community events) since 2002
We visit an average of 12 major events across the whole of the UK each summer
Melas provide an excellent opportunity to deliver our message to all ages and social groups
Faith Based InterventionsFaith Based Interventions
Faith organizations (FBOs) have become essential partners with charities & government in reaching
broad populations,
‘hard to reach’ groups such as the elderly or homeless,
those who distrust traditional channels (Campbell et al., 2007).
Growth of FBO approachesGrowth of FBO approaches
Increase in the number of health and wellbeing interventions delivered through faith based organizations
Resnicow et al., 2004.
Policy makers and government showing increasing interest in faith based organizations (Harris et al., 2005).
BHF & FBOsBHF & FBOsmutual benefitsmutual benefits
Hard to Reach Groups
Credible
Messages are believed
Access
To the community
Faith Based Organisations
BHF
National Organisation
Attractive partner for FBOs
Non-political national charity
Credible partner
Faith Based & Faith PlacedFaith Based & Faith Placed
The concept of faith-based versus faith-placed health identifies the difference between programs that are:
etic - coming from outside
emic - coming from the communityWorking with mosque Imams to
develop appropriate messages
• Last year we provided training to 300 Imams
• The Healthy Ramadan campaign encourages Muslims to make positive lifestyle changes during the holy month of Ramadan
• The campaign is primarily concerned with smoking secession and healthy eating
Healthy Ramadan CampaignHealthy Ramadan Campaign
Healthier Social Cooking in Places Healthier Social Cooking in Places of Worship Projectof Worship Project
• Funding secured from the Food Standards Agency
• The aim is to reduce the levels of salt and fat in food cooked for the congregations of Sikh Gurdwaras & Hindu Temples
• Our dieticians provide training to volunteer cooks, so they can cook healthier meals without compromising on taste
• We are also providing information and education sessions to congregation members
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