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

Health Promotion International
Joanne TelentaAndre M N 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 A...Continue Reading

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Citations

Jul 8, 2020·Journal of Developmental Origins of Health and Disease·Siobhan Tu'akoiJacquie L Bay
Nov 30, 2019·Health Promotion International·Simone FullagarGozde Ozakinci

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