Centre for Culture, Ethnicity & Health Presented by Pino Migliorino Thursday 12 March 2009 “Crafting a Message That Works”

Introduction Positioning message development in a strategic framework Providing insight into –Developing messages –Working with communities –Matching the channel to the message Considering different messages for different issues

Strategy is the Key Appropriate planning & preparation will deliver a communications strategy that is: –Relevant –Targeted –Fit for purpose An appropriate strategy will make sense, feel right and receive acknowledgement and support from key stakeholders. A strategic approach will also deliver very different campaigns and approaches for different messages

The message strategy needs to be informed by:- –The sensitivity of the issue –The relevance of the issue –The scope or coverage of the issue –The most effective media for the issue. Illustration through 3 district health issues.

Applying the Strategic Framework Immunisation Healthy Living Domestic Violence

Learning from Existing Research & Field Knowledge Accessing experts and practitioners in the area Reviewing published research Reviewing existing approaches, especially approaches that have been evaluated Involving CALD communities in understanding and defining the issue.

Learning from Existing Research & Field Knowledge Healthy Living Obesity message not a simple one Cultural perspectives on obesity related issues of diet and exercise Standard messages not considerate of issues such as ‘body image’, status, differing notions of exercise Need for a level of engagement with the issue Domestic Violence Problematic in terms of cultural and linguistic issues. Behaviours embodied in belief system and cultural definition Active resistance to behavioural change messages Immunisation Specific need to target new arrivals Evidence that many source countries have compulsory immunisation systems Minimal, if any cultural or religious impediments to immunisation Receives strong CALD community support as it helps ‘protect children’

Scoping the Strategy Accessing relevant demographic data Accessing relevant service usage on other issue specific data Considering language in terms of English language competence and first language literacy Considering cultural sensitivity

Scoping the Strategy Immunisation Low immunisation areas by demographic profile Language & children 0-6 Language x English competence Recency of Arrival Low Sensitivity Healthy Living Prevalence of obesity related issues in language groups Language x Children 0-14 Recency of Arrival Medium to High Sensitivity Domestic Violence Issue relevance to cultural/linguistic group. Very High Sensitivity

Message Development Determining the nature of the message – from information to persuasion Considering cultural frameworks such as prevailing protocols, restrictions and taboos Considering the value of visual messages and the balance between text and image

Message Development Immunisation Inform compliant & interested audience Factual information to allow action Clear visual reference and age/vaccine schedule Healthy Living Persuasive message Cultural adaptation of message and action Compliance information that is culturally relevant and accessible Domestic Violence Educational message Message developed within cultural/linguistic framework Safe, legitimate and confidential avenues for action

Media Selection Selection of media needs to be broader than electronic and print media Media choice needs to reflect the sensitivity of this issue The higher the sensitivity the more cultural specific the media choice

Media Selection Immunisation Radio and press advertising with single message Second tier information at health interface Specific positioning of GP’s, local councils and local health centres for further in- language information Healthy Living Radio and press with culturally modified message. Community specific information streams Use of peer education to focus on ‘at risk’ and protective factors Domestic Violence In site material on issue Community specific information streams Use of peer educators to work within cultural paradigm.

Communication Production Tiered approach to message development/production Approaches that bridge the professional translator/community speaker divide Appropriate level of testing for all messages and materials

Communication Production Immunisation English information professionally translated Testing of translation by a second translator against English text Healthy Living Information in English modified prior to translation and then professionally translated Testing to take place with target group members at a community level Differences to be resolved in consultation Domestic Violence Information and message is derived in the community and written in language Back translations are undertaken to ensure integrity of core message Testing with target group members at a community level

Conclusion A well thought-out strategy is the key to CALD communications Messages need to be relevant and accessible Central to any strategy is the sensitivity of the issue as the filter to consider communications and message options