• Define cultural competence
• Apply principles of cultural competence in outreach
• Examine ways to learn about local communities
• Learn about strategic collaboration
• Outline the steps in developing an outreach plan
• What is cultural competency and why is it important?
• Are there legal and health care guidelines?
• How do I find community demographics?
• Where are you in your cultural competency proficiency?
• Characteristic features, beliefs, social norms, and way of
life shared by a racial, religious, or social group, or by
people in a specific place or time
Photo from: Ethnomed.org via Free Burma Rangers
• A set of behaviors, attitudes, and policies that come
together in a system, agency or among professionals and
enable that system, agency or those professionals to work
effectively in cross-cultural situations.
• From: Cross T, Bazron B, Dennis K, and Isaacs M (1989). Towards a Culturally
Competent System of Care Volume I.
Culture and Patient Health
• Beliefs about objects, symbols, food, the body, blood,
non-traditional medicine, etc.
• Communication styles and norms
• Role of relationships
• Ways of learning new information
• Role of translators and interpreters
• Perception of authority figures
Rationale for Cultural Competency
• Perception of illness and disease varies by culture
• Diverse belief systems exist related to health, mental
health, healing, wellness
• Individual preferences affect approaches to health care
• Individuals must overcome personal experiences of bias
• The capacity of an organization and its personnel to
communicate effectively, and convey information in a manner
that is easily understood by diverse audiences including
persons of limited English proficiency, those who have low
literacy skills or are not literate, and individuals with disabilities.
• From: The National Center for Cultural Competence, Georgetown
University Center for Child and Human Development
• Title VI of the Civil Rights Act – 1964
• “No person in the United States shall, on the ground of race, color,
or national origin, be excluded from participation in, be denied
benefits of, or be subjected to discrimination under any program or
activity receiving Federal financial assistance.”
• The Joint Commission
• Advancing Effective Communication, Cultural Competence, and
Patient-and Family-Centered Care
• More than a patients’ rights issue…critical to safety and quality of
• Outreach activities that may increase diverse populations’ use of
hospital services through education and tailoring of services to
meet specific population needs is another important element.
Demographics – Census Data
• United States Census Bureau http://census.gov/
• State & County Quick Facts
• American Fact Finder
• People and Households
• State Data Centers
• The Modern Language Association Language Map
State & County QuickFacts
Demographics – Health Data
This just in!
• Community Tool Box
• Who Are the People in Your
“You have to leave the parking lot to do outreach.”
What is Outreach?
• “In community-based health information outreach,
organizations work together to improve peoples’ abilities
to find and use health information.”
Source: Getting Started With Community-Based Outreach
Finding Partners Within the Community
• Be consistent
• Demonstrate your
• Work with or join, already
• Attend health fairs,
conferences and other
events in your community
• Don’t forget your public
• Seek intermediaries
• Community leaders
• Early adopters
• Trusted community members
• Work with people of like passion
Networking, Coordinating, Cooperating, Collaborating
Methods for Strategic Collaboration
• Café to Go (World Café)
• Appreciative Inquiry
• Open Space Technology (the Unconference)
Identifying Health Information Needs
With your partners:
• Abandon preconceived ideas – think “outside the box”
• Think about language, ethnicities, country of origin
• Consider other needs – transportation, childcare, medical
• Identify potential barriers
• Café to Go!
Café to Go!
• “Hosting conversations about questions that matter”
Images from the World Café Image Bank:
Creating the Environment
• Set the theme
• Who are the participants?
• What are the questions?
• Café setting
• Tables with toys
• Table host(s)
• Tying it all together to the
• Next steps?
Café to Go Design Principles
• Focus on what matters
• Contribute your thinking
• Speak your mind and your heart
• Listen to understand
• Link and connect ideas
• Listen together for insights and deeper questions
• Play! Doodle! Draw!
• An approach to change that focuses on finding the
positive elements in people and places and using those
aspects of an organization as a foundation for change.
• Appreciations Exercise:
• “AI is intentional inquiry and directed conversation and
story-telling that leads to a place of possibility.”
(Steinbach, John. Contribution to the AI Listserve, July
4-D Cycle of AI
• The 4 Steps
• Discovery – The Best of “What Is”
• Dream – Envisioning “What Might Be”
• Design – Dialoguing “What Should Be”
• Destiny – Innovating “What Will Be”
• Possible Applications
• Mission Statement/Vision Building
• Strategic Planning
• Learning Strengths in Partners
• Civic/Community Development
• Health Care
Open Space Technology
• Facilitated (at some level)
• Common theme
• Other names:
• Library Camp
• The Unconference
Principles and Laws of OST
• Whoever comes is the right people.
• Whenever it starts is the right time.
• Whatever happens is the only thing that could have
• When it’s over, it’s over.
• The Law of Two Feet
Examples of OST
• Texas Library Association, April 2011: “Information
Literacy from Birth to Earth”
• Science, Technology and Engineering Library Leaders in
• HealthCamp DC 2010
• Get together in small groups and select a scenario from
• Select a “method” to use to set up a meeting to respond to
• Report highlights to the larger group.