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APHA Scientific Session and Event Listing

Catherine R. Gryba, BSPE and Carla Blumers. Community Services, City of Saskatoon, 222 3rd Ave N, Saskatoon, SK S7K 0J5, Canada, (306) 975-3146, catherine.gryba@saskatoon.ca

A partnership between a local municipality, a local health authority, a university and a national physical activity social marketing organization set out to determine how to increase the level of minority participation in a health promotion physical activity initiative. They embarked on an exploratory analysis and inventory including all age groups of a minority population to explore the best practices in health promotion programming and messaging/communication; more specifically, to ensure inclusivity of the subpopulations of this minority group. The market assessment and service plan included: a review of comparable programs; a program inventory and market framework; recommendations to increase participation; a recommended Program Plan; and a recommended Communications Strategy (e.g. brand and design testing). Barriers to participation, including lack of money and lack of transportation, were identified. Results demonstrated: group or family based activities were valued; the minority population holds the same participation motivations as the majority population; and insignificant motivation and barrier differences between minority subpopulations. There were wide ranging opinions on whether culture should be incorporated with programming however it was important that minority populations have more input into design and content of programs. Outcomes were used to enhance relationships with minority representing organizations, make changes to existing programs and develop new minority population targeted awareness campaigns and programming. The new brand, design and programming – Me Ta We Tan - chosen reflects a respect for culture while ensuring that all people relate to the messaging and feel welcome in the programs.

Learning Objectives: At the conclusion of the session, the participant (learner) in this session will be able to

• Describe and apply a comprehensive, minority targeted market assessment and service plan.
• Articulate the results of a minority targeted market assessment and service plan and apply those outcomes to the development and implementation of communication and program delivery.

Keywords: Minority Health, Community Programs

Related Web page: www.city.saskatoon.sk.ca/org/leisure/programs/metawetan/index.asp

Presenting author's disclosure statement:

Not Answered