Innovative Ways of Reaching Ethnic 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

Social 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 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 Sensitive Relevant and Receptive Credibility Culturally Sensitive so the audience understands us so the audience believes us so the audience can act on what we say

Communications Process Model BHF Sender Encodes message Media Decodes message Target Audience BEHAVIOUR NOISE CHANGE Message

Standardised campaigns vs. specific ones for communities Reaching Specific Groups Standard National Campaign Increased need for Community Liaison Decreasing costs per message 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 heartMedicines for your heart

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Health 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 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 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 approaches Increase in the number of health and wellbeing interventions delivered through faith based organizations Resnicow et al., Policy makers and government showing increasing interest in faith based organizations (Harris et al., 2005).

BHF & FBOs mutual 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 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 community Working 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 Campaign

Healthier Social Cooking in Places of 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