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