Culturally and linguistically diverse population health social marketing campaigns in Australia: a consideration of evidence and related evaluation issues

Issue addressed: This paper describes a review of population health social marketing campaigns targeting culturally and linguistically diverse (CLD) communities in Australia in order to identify characteristics of effective CLD campaigns. Methods: Literature on CLD population health social marketing...

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Bibliographic Details
Published in:Health promotion journal of Australia 2005-04, Vol.16 (1), p.20
Main Authors: Milat, Andrew J, Carroll, Tom E, Taylor, Jennifer J
Format: Article
Language:English
Subjects:
Health promotion
Medical technology
Multilingualism
Pluralism (Social sciences)
Social marketing
Online Access:Get full text
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Summary:Issue addressed: This paper describes a review of population health social marketing campaigns targeting culturally and linguistically diverse (CLD) communities in Australia in order to identify characteristics of effective CLD campaigns. Methods: Literature on CLD population health social marketing was identified from electronic searches of databases in August 2004. At the same time, the grey literature was examined by searching the Internet and talking to Australian experts in the fields of CLD social marketing and CLD research. Results: Eight studies met the search criteria, four from the published literature. Two studies that employed prepost evaluation designs provided tentative support for the potential efficacy of CLD social marketing strategies. The remaining studies did not allow for causal attribution as they used post-campaign only or process evaluations. Studies did, however, show that CLD communities access campaign-related information from both mainstream and ethnic media channels. In addition, Vietnamese respondents were more likely to access campaign messages through ethnic radio and Chinese respondents through ethnic press. Conclusions: There is insufficient evidence to clearly identify the characteristics of effective CLD campaigns. Campaign evaluation designs used to evaluate social marketing strategies targeting CLD communities in Australia are generally weak, but there is tentative evidence supporting the potential efficacy of these strategies in some Australian settings. (author abstract)
ISSN:1036-1073
2201-1617
DOI:10.2271/1036-1073.16.1.2644