Australian lessons for developing and testing a culturally inclusive health promotion campaign
Autor: | Sandra C. Jones, Joanne Telenta, Kate L Francis, Michael Jay Polonsky, Joshua Beard, Andre M. N. Renzaho |
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Rok vydání: | 2019 |
Předmět: |
Adult
Male medicine.medical_specialty Native Hawaiian or Other Pacific Islander African migrants Health (social science) health promotion Black People culturally adapted messaging Target audience Blood Donors 030204 cardiovascular system & hematology Formative assessment 03 medical and health sciences 0302 clinical medicine medicine Humans 030212 general & internal medicine Cultural Competency Marketing Transients and Migrants Swahili business.industry Public health Australia Public Health Environmental and Occupational Health Focus Groups Public relations Focus group language.human_language Social marketing social marketing Test (assessment) Health promotion language blood donation Female Public Health business Psychology |
Zdroj: | Health Promotion International. 35:217-231 |
ISSN: | 1460-2245 |
Popis: | 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. |
Databáze: | OpenAIRE |
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