Despite its existence as a staple tool in social marketing and health promotion campaigns, the use of Ethnic Media has not been fully understood. There are still questions that are being asked : Is it better to get a group of people from the community to develop a “slogan/message” for their own community? Does one need specialist knowledge or speak the target language to develop a campaign for a non-English speaking community? Why do some campaigns work and others don’t?
Based on experience in Ethnic Media Campaign workshops, working with ethno -specific campaigns, and award winning social marketing campaigns, this paper seeks to identify the common misconceptions about the use of ethnic media and the development of communication campaigns for CALD.
Using examples mainly from Australia but also other parts of the world, and examples from both English and multilingual media campaigns, it will outline some suggestions for good practice in the development of multilingual social marketing/communication campaigns.
Finally it will identify the similarities and differences in English language and Non English language campaigns –and its implications for campaign planners targeting communities of linguistically and culturally diverse backgrounds (CALD). In addition it will identify gaps in understanding and suggest future directions for working with ethnic media
See www.mhcs.health.nsw.gov.auLearning Objectives: At the end of the presentation, participants will be able to: 1. Enumerate current issues working with Ethnic media targeting specific population 2. Identify elements of good practice in developing social marketing/communication campaigns on health targeting Communities of Culturally and Linguistically diverse backgrounds (CALD)
Keywords: Social Marketing, Ethnic Minorities
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: NSW Multicultural Health Communication Service
NSW Health Department, Australia
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.