Community Relations Commission, Multicultural Marketing Conference 26 August 2009 Strategic, pure...

Community Relations Commission, Multicultural Marketing Conference 26 August 2009

Strategic, “pure guts,”and culturally appropriate

marketing

Michael Camit NSW Multicultural Health Communication Service

www.mhcs.health.nsw.gov.au

This afternoon

NSW Multicultural Health Communication Service “culturally appropriate” and “strategic marketing” theory and marketing communications with CALDInsights behind some award winning CALD campaignsQuestions

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NSW Multicultural Health Communication Service (Multicultural Communication)

www.mhcs.health.nsw.gov.auIn 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

www.mhcs.health.nsw.gov.au

www.mhcs.health.nsw.gov.au

www.mhcs.health.nsw.gov.au

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How different is marketing to CALD groups?

Commercial product – e.g. chocolate flavoured toothpasteNot for profit /social marketing -

- e.g. Total ban of smoking in cars

- “The CALD target group” –e.g. Tasaday speakers

Challenges and tension…

Commercial marketingNot for profit/social marketing – government Culturally appropriate marketing

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

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 countriesEnglish 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 %

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

Levels of mental programming (Hofstede,1998)

Human Nature

Culture

Personality

Specific to individual

Specific to group

Universal

Inherited and learned

Learned

Inherited

Strategic marketing

How your organisation/brand can have competitive edge …matching resources with opportunities…. Structures and timeframe

Effective – what worksEfficient – is this the best use of resources?

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

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

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

Product category – Low involvement vs high involvement

Low involvement

e.g. no major riskEveryday

brands/products

AD BREAK

High involvement

Product features – Behavioural

sequence

Market structure – “supermarket isle”

Where do you report a missing person ? Police vs. National Missing Persons Unit

Chinese and Vietnamese research – interim results

Does cultural background influence volunteering behaviour?

Donation – relationship between Red Cross and Vietnamese community

Associate brand with need.. Which bank?

Use of emotions

Threat vs. Fear

Positive emotions

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Language-specific quitlines and smoking cessation - and with CALD?

Some major factors influencing adoption of behaviour (Fishbein 2007)

Perceived susceptibility and severity of the diseasePerceived community norm Perceived efficacy of recommended behaviourSelf- efficacyAND structural/environmental

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

What is the role of communication? Communications mix?

Perceived efficacy of recommended behaviour

Increase awareness -paid ads and PRInfluence attitudes – paid ads and PR • Testimonials – letter from ex-smoker!• Trained Bilingual spokespersons (with Q

and A)• “Unbranded” – source credibility

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…”

New informationFamilies NSW “love, talk, read, sing, play”

Generic Specific action

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

Creative executions, source credibilty ..

Multilingual quitline

Downloadable fact sheetViral marketing – emails of TVC , language radio adsPaid adsUnbranded – media articles , publicity, Public relations – getting community leaders , influencers LOCAL media ! 2nd generation

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?

Effective message in English - based on evidence

Health communication

General – eat healthySpecific – 2 and 5

How aware are CALD groups? –segments?

Targeted groups – proposal

Bilingual dieticians “healthy cooking” segments – media and workshopsCommunity competitions – recipes2 and 5 message –serve sizes?Feedback mechanism – partnerships with major CALD groups – take enquiries –(add value)

Adding value to campaign – reach to other CALD groups (not targeted)

Bilingual spokespersons – Q and AMedia 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

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 languageMinimal media $$ - need to be sustainable – PARNTERSHIPS –Diabetes Australia

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2 experts + 5 community members JUDGING..

Remember..

Strategic planning stepsInsight? What is the “science” ?Analyse role of culture and language ?Culturally appropriate and effective? Understand audience in relation to recommended behaviour/issueVariety of media and dissemination opportunities – add value to campaign

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 enquiriesMedia monitoring www.crc.nsw.gov.au

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