Engaging minority communities in health communications
There is no ‘one-size-fits-all' approach to communicating health information, especially in populations that are heavily made up of diverse ethnic backgrounds and with people who speak different languages. As some diseases disproportionately affect certain ethnicities, targeted outreach in these communities is necessary, but why do healthcare systems and treatment providers still struggle to engage minority groups?
Understanding the barriers
Before developing any targeted outreach campaign, it is crucial to understand the barriers that minority communities face in accessing health information and address these issues in any targeted health outreach.
Distrust in healthcare systems: Historic and ongoing discrimination against minorities in healthcare can lead to a lack of trust in health institutions and reluctance to engage with health services
Language barriers: For many in these communities, English may not be their first language, and some may have limited proficiency in English, making it challenging to understand health information
Cultural differences: Understanding the specific differences in minority cultures can significantly impact how health messages are received and interpreted
Strategies for effective health communication
Culturally sensitive messaging: Health messages must be crafted with cultural sensitivity. For example, if you were developing a campaign targeting people of the Muslim faith, it is likely that messaging relating to the consumption of alcohol would not be relevant. Also, make sure that the example individuals featured in your campaign look like and live similar lives to those you’re trying to engage with.
Multilingual resources: Developing resources in the languages that your target community speaks is one of the best ways to ensure your message is being received. This could be through translating existing written materials or adding subtitles to videos. Visual aids and infographics can also support language gaps.
Community engagement: Building trust and rapport with minority communities takes time and active engagement. It is not always enough to share campaigns online – consider activities that enable you to be present in the community, such as setting up pop-up booths and convening community talks. Partnering with local community organisations, religious institutions and cultural groups can help facilitate the dissemination of health information.
Target media: Reaching out to ethnic media channels that cater to specific communities can be an effective way to reach minority groups. These media outlets often have established credibility and a loyal audience base.
Workshops or focus groups: Convening a focus group or workshop with individuals from your target community will deliver accurate insights to inform your campaign. Such forums allow for interactive engagement and build relationships with key individuals.
We know this strategy works because…
Last year, Beyond’s public health team convened two focus groups to understand the specific cultural challenges for South Asians living with rheumatoid arthritis. The focus groups generated insights about treatment and disease stigma that we would not have obtained through general research or traditional engagement tactics.
A key takeaway was that participants noted the lack of available support resources in the languages they spoke and understood. As a result, we are developing a culturally sensitive toolkit comprising patient videos in different languages to reach and engage the South Asian community with valuable health information.
“Working with Beyond PR has been nothing short of incredible. Their expertise, dedication, and commitment to creating impactful resources were evident throughout our collaboration.
Beyond PR’s approach was not only professional but also deeply empathetic and culturally sensitive, ensuring that the resources resonated effectively with the South Asian community. Their attention to detail and willingness to listen to our needs and feedback made the entire process seamless and productive.”
To find out more about the work of our Public Health team, click here