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Australian lessons for developing and testing a culturally inclusive health promotion campaign

Version 2 2024-06-05, 10:48
Version 1 2019-03-08, 10:36
journal contribution
posted on 2024-06-05, 10:48 authored by J Telenta, SC Jones, KL Francis, Michael PolonskyMichael Polonsky, J Beard, AMN Renzaho
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.

History

Journal

Health Promotion International

Volume

35

Pagination

217-231

Location

England

Open access

  • Yes

ISSN

0957-4824

eISSN

1460-2245

Language

English

Publication classification

C Journal article, C1 Refereed article in a scholarly journal

Copyright notice

2019, The Author(s)

Issue

2

Publisher

OXFORD UNIV PRESS