Cultural relevancy is a big issue in health promotion! Since this class started in January, we have read several pieces on cultural relevancy. Ultimately, this topic incorporates both considerations about the target audience as well as framing the message in a way that is culturally acceptable.
Some concepts to keep in mind when developing a culturally relevant campaign are:
Some concepts to keep in mind when developing a culturally relevant campaign are:
- The knowledge, attitudes, beliefs, values, norms, customs, traditions, artifacts mores, folkways of the campaign's target audiences
- Subcultures
- Language
- Cultural sensitivity
- Cultural identity
- Lifestyle
- Community
- Identity affiliation
- Cultural segmentation
- Cross-Cultural Communication
- Cultural differences in interpersonal communication
- Acculturation
As you can see in this health promotion campaign, several of the afore mentioned concepts were addressed. The campaign is in the local language, featuring culturally appropriate clothing and housing structure. Additionally, it is addressing knowledge, attitudes, believes, and norms by encouraging women to take vitamins even after the baby has been born.
Another way several countries have utilized health education and promotion is through entertainment. This is called Educational Entertainment or EE. Two prime examples of EE are Soul Buddyz and Soul City in South Africa and The Archers in the UK.
The archers was the first ever and longest running EE, originating in 1951 on the radio through BBC. This program began as a soap opera that delivered educational message for agriculture. Over the years, several issues have been covered and the current action line is on stopping domestic violence.
Soul Buddyz and Soul City is a multi-media campaign utilizing radio, TV, comic books, workbooks, etc. and is broad cast in 9 languages. This EE has also tackled a variety of health and social issues over the years with the highest ranking episode on domestic violence. In this episode, community members banged pots and pans together when they knew domestic violence had occurred in a fellow community members home. Not only was this the highest ranking episode, the technique of banging pots and pans together to stop domestic violence was later used in a real community! Talk about impact!
The Archers - BBC Radio 4. (2016). BBC. Retrieved 10 April 2016, from http://www.bbc.co.uk/programmes/b006qpgr
Soul Buddyz Television Series - Tomorrow is ours — The Soul City Institute for Health & Development Communication. (2016). Soulcity.org.za. Retrieved 10 April 2016, from http://www.soulcity.org.za/projects/soul-buddyz
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