Strategic, “pure guts,”and culturally appropriate marketing

1. Strategic, “pure guts,”and culturally appropriate marketing Michael Camit NSW Multicultural Health Communication Service Community Relations Commission, Multicultural Marketing Conference 26 August 2009

2. This afternoon • NSW Multicultural Health Communication Service • “culturally appropriate” and “strategic marketing” • theory and marketing communications with CALD • Insights behind some award winning CALD campaigns • Questions www.mhcs.health.nsw.gov.au

3. NSW Multicultural Health Communication Service (Multicultural Communication) • www.mhcs.health.nsw.gov.au In up to 45 languages – regularly checked for accuracy, recency, free to download (as pdf files) FREE good practice guides for translations and checking of documents, radio scripts, etc – partnerships with Macquarie University – linguistics Campaigns – Communication and social marketing – FREE advice to government and NGO services www.mhcs.health.nsw.gov.au

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10. How different is marketing to CALD groups? • Commercial product – e.g. chocolate flavoured toothpaste • Not for profit /social marketing - • e.g. Total ban of smoking in cars • “The CALD target group” –e.g. Tasaday speakers

11. Challenges and tension… • Commercial marketing • Not for profit/social marketing – government • Culturally appropriate marketing

12. Segmentation and audience selection • commercial – “most lucrative market segment” (ROI) • government/ NGO – “ big enough market but.. Equity reasons – need, disadvantage, literacy, low English language proficiency and other factors that prevent groups from accessing service or being informed re- services

13. Segmentation of audience – equity – factors to consider • May not always be largest CALD group? • Country of birth (COB) vs Language e.g. Arabic spoken in 22 countries • English language proficiency (ELP) • Literacy , networks for distribution • Refugees? –Dinka vs Arabic - Politics? • Proportion of poor ELP e.g. • Age 25-54 Greek – 16.8% • Age 25-54 Korean – 55.9 %

14. What assumptions about culture and the target group? E.g. Carer support - You perceive that CALD/migrant families take care of themselves (extended family) “They don’t use respite care because it does not fit in with their family values” Adapted from Travaglia J – Myths and Facts – Cultural Diversity Training Program , University of Sydney

15. Inherited and learned Specific to individual Personality Specific to group Culture Learned Inherited Universal Human Nature Levels of mental programming (Hofstede,1998)

16. Strategic marketing How your organisation/brand can have competitive edge …matching resources with opportunities…. Structures and timeframe • Effective – what works • Efficient – is this the best use of resources?

17. What evidence do we have? “There is insufficient evidence to clearly identify the characteristics of effective CALD campaigns. Campaign evaluation designs …are generally weak …little is known about the process critical to the development and evaluation of effective social marketing campaigns targeting CALD…” - Millat J, Carroll T and Taylor J, Health Promotion Journal of Australia 2005 16:20- 5

18. What research tells us so far.. • Campaigns with theoretical framework have more success than those that are not theory-based • How many consult the “science behind the issue?” marketing, health communication, social marketing journals? • Insight and avoid duplication

19. Smoke alarms – “grudge products” – “below the line strategy”

20. Product category – Low involvement vs high involvement • Low involvement e.g. no major risk Everyday brands/products AD BREAK • High involvement Product features – Behavioural sequence

21. Market structure – “supermarket isle” Does cultural background influence volunteering behaviour? Donation – relationship between Red Cross and Vietnamese community Associate brand with need.. Which bank? • Where do you report a missing person ? • Police vs. National Missing Persons Unit • Chinese and Vietnamese research – interim results

22. Use of emotions Threat vs. Fear

23. Positive emotions

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26. Language-specific quitlines and smoking cessation - and with CALD? • Some major factors influencing adoption of behaviour (Fishbein 2007) • Perceived susceptibility and severity of the disease • Perceived community norm • Perceived efficacy of recommended behaviour • Self- efficacy • AND structural/environmental

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28. Consider how behaviour is communicated e.g. 2nd generation family

29. What is the role of communication? Communications mix? • Perceived efficacy of recommended behaviour • Increase awareness -paid ads and PR • Influence attitudes – paid ads and PR • Testimonials – letter from ex-smoker! • Trained Bilingual spokespersons (with Q and A) • “Unbranded” – source credibility

31. But the fundamental things apply.. • Media – Reach vs. Frequency –e.g. one hour drama written by CALD local theatre group ( distribuition ? Frequency? PR?) • Competition – in language material /programme does not necessarily mean you have captive audience! NEWS “tell me something I don’t know…”

32. New information • Families NSW • “love, talk, read, sing, play” Generic Specific action

33. Structures :Communication feedback loop – not just one way • Mainstream Quitline 131 7848 • Prior to 2007 – use Translating and Interpreting Service -20 calls a year from CALD smokers Piloting 1300 number – diverted to voicemail or CALD organisation – increase to 2000 calls a year

34. Creative executions, source credibilty ..

35. Multilingual quitline • Downloadable fact sheet • Viral marketing – emails of TVC , language radio ads • Paid ads • Unbranded – media articles , publicity, Public relations – getting community leaders , influencers • LOCAL media ! 2nd generation

36. CALD target audience - inclusion • direct translation of “ mainstream campaign?” • Check translatability – e.g. “ be a smoke detector” • Include CALD with mainstream campaign from the start NOT at the end - at the least – inclusive images • What is the role of culture in the message? • E.g. legislation vs nutrition?

37. Effective message in English - based on evidence Health communication General – eat healthy Specific – 2 and 5 How aware are CALD groups? –segments?

38. Targeted groups – proposal • Bilingual dieticians • “healthy cooking” segments – media and workshops • Community competitions – recipes • 2 and 5 message –serve sizes? • Feedback mechanism – partnerships with major CALD groups – take enquiries –(add value)

39. Adding value to campaign – reach to other CALD groups (not targeted) • Bilingual spokespersons – Q and A • Media release – do you really need to translate? how newsworthy? • Bilingual resource available? • Editorial – existing language-specific info with interesting images – fact sheets from credible sources

40. ABHI Healthy recipe competition • Groups with high diabetes (perception of likelihood of disease) • Traditional recipes made healthiER ( self-efficacy) • Publicity – PR – community norm • $10,000 per language • Minimal media $$ - need to be sustainable – PARNTERSHIPS –Diabetes Australia

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42. 2 experts + 5 community members JUDGING..

43. Remember.. • Strategic planning steps • Insight? What is the “science” ? • Analyse role of culture and language ? • Culturally appropriate and effective? • Understand audience in relation to recommended behaviour/issue • Variety of media and dissemination opportunities – add value to campaign

44. Consider • Contribute to evidence on CALD communication – smaller number of groups /pilot vs. large number of groups • Setting up partnerships and feedback mechanisms – CALD orgs for enquiries • Media monitoring www.crc.nsw.gov.au

45. Questions /comments NSW Multicultural Health Communication Service Michael Camit Ph +61 2 9816 0347 Email : Michael.Camit@sesiahs.health.nsw.gov.au www.mhcs.health.nsw.gov.au