Culturally Driven Strategies: Tailoring Health Communications to Build Understanding and Trust

Culturally Driven Strategies:
Tailoring Health Communications to Build
Understanding and Trust
THURSDAY, SEPTEMBER 21, 2023
1:00-2:30 PM ET / 10:00-11:30 AM PT
This event will be recorded. The recording and slides will be available on the PHCC website later this week.
All attendees are automatically muted upon entry.

CULTURALLY
DRIVEN
COMMUNICATIONS
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MEET TODAY'S EXPERTS
Syreeta Wilkins, MA
Communications Strategist
National Resource Center for Refugees,
Immigrants and Migrants (NRC-RIM)
Maria Griffin
Owner
Spo-ka’nay Enterprises
Alison Rodden
Chief Executive Officer
HCN
Erica Chung, MPH
International Health Planner with the Infectious
Disease Engagement and Equity Unit
Minnesota Department of Health

hcnmedia.com laredhispana.org
Alison Rodden
CEO
Engaging Diverse
US Multicultural Communities
Cultural Solutions.
Meaningful Results.

Connect, inspire, and empower US multicultural communities
with culturally relevant information, resources, and action that foster
sustainable ecosystems for:
Greater equity,
Positive social impact, and
Improved quality of life.
One Mission:

Improve quality of life for
multicultural communities in the U.S.
Multimedia: Digital + Traditional
Radio + TV Affiliates Network
Website LaRedHispana.org
Social Media Channels
Influencers, Personalities
SME Spokespersons for MR/PR
Health: MDs, RNs, CHWs, Promotores
SOCIAL IMPACT AGENCY DISTRIBUTION: OWNED NETWORKS
Marketing, Comms, PR, Advertising
Culturally Driven Strategies
Behavior Change Solutions
Market Research: Data-Driven
Branding + Creative
Messages, Stories + Messengers
In-House Production
Paid + Earned Media (Online-Offline) Stakeholders: CBOs, FBOs, Advocacy
Hybrid Model
One-Stop Shop

Sponsors + Clients: Sample Portfolio

Principles of
Culturally Driven Communications
Cultural
Awareness &
Open Mindset
Recognize and acknowledge the existence of cultural differences, including “visible” aspects (e.g., customs, language) as
well as underlying values and beliefs
Understand that different cultures may have distinct communications styles, norms, expectations
Respecting &
Valuing
Diversity
Act on genuine respect for people from different cultural backgrounds, recognizing the inherent worth of each audience/
community and their culture
Value diversity that cultural differences bring to the table, understanding that diverse perspectives can lead to innovative
solutions and enrich interactions
Active
Listening
Give full attention to your audience, making a conscious effort to meet different cultures where they are
→ crucial for cross-cultural communications
Actively listen to cultural nuances, non-verbal cues, and underlying emotions to prevent misunderstandings and build
trust
Adaptability Recognize that “usual” communication styles may not be universally effective
Be flexible and willing to adjust your approach, including language use, tone, and/or non-verbal cues, to better align with
the cultural preferences of the person or group with which you are communicating
Avoid
Stereotyping
Avoid making assumptions or generalizations about individuals based on their cultural backgrounds
Treat each multicultural audience as an individual group with unique experiences, beliefs, and perspectives
Challenge your own biases and actively work against prejudices

Distinctions between
Cultural Sensitivity and Cultural Competency
Related and Intertwined:
● Understanding and interacting with people from diverse cultural backgrounds
● Recognizing and respecting unique customs, beliefs, values, behaviors
Sensitivity: Basic recognition, respect
● Basic level of cultural awareness and respect
● Recognition + appreciation
● Acknowledgement
● Open-minded, non-judgement, empathetic
● 1st step to foster positive interactions
Competency: Advanced, proactive, skills-based
● Ability to effectively interact and communicate in a way that is
respectful, understanding, inclusive
● Being knowledgeable about different cultures and adapting
one's behavior and communication accordingly.
● Deeper understanding of cultural nuances, values, KABs,
practices, worldviews
● Involves active learning and acquiring the knowledge, skills (via
specific training or education) and attitudes to effectively work
and engage with various cultures
● Self-awareness and reflection – identify and challenge own biases
and assumptions
● Advanced approach to promote DEIAB in various contexts:
healthcare, education, workplaces, etc

Multicultural Approaches:
Partnerships
TransCreations
Specialists
CONSUMER
Community
Health
Workers
Health
Providers
Cultural
Media
Leaders
Influencers
CBOs
& FBOs
Cultural
Marcomms
Channels
+ Agencies
Marketing & Communications (Marcomms)
● Cultural marcomms channels & agencies
● TransCreations specialists
Stakeholders
● Community based organizations (CBOs)
● Faith based organizations (FBOs)
● Cultural media leaders
● Influencers
Health
● Formal health providers (MDs, RNs, etc)
● Community health workers

Multicultural Approaches: Larger Resources
Culturally Relevant Information and Resources
HHS:
COVID Transmission Prevention
& Vaccine Confidence
:15 & :30 TV/Digital Video Ads (original footage/photography)
● Black/African-American A50+, English-preferring
● Hispanic/Latino A50+, Spanish-preferring and Bilingual/Bicultural
● Latino Indigenous A18+, non-written languages (Zapoteco, Mixteco, Mayan, Purepecha, Triqui, K’iche, Mam, etc), with in-
language VO and English-language and Spanish-language subtitles for outreach workers

Multicultural Approaches: Minimal Resources
Culturally Relevant Information and Resources
CalOES:
Gun Violence
Restraining Orders
HHS:
COVID Vaccines
Wallet cards A18+:
● English
● Spanish
● Armenian
:15 Videos (stock) with VOs
● Chinese
● Vietnamese
● Korean
Static display
(stock):
● Hispanic/Latino
A18-49
● Black/African-
American A18-
49
● White A50+

alison.rodden@hcnmedia.com
Thank you!
Cultural Solutions.
Meaningful Results.

National Resource Center for Refugees, Immigrants and Migrants
Culturally Driven Health
Communications
Syreeta Wilkins, Communications Strategist
National Resource Center for Refugees,
Immigrants and Migrants

National Resource Center for Refugees, Immigrants and Migrants 16
About NRC-RIM
The National Resource Center for
Refugees, Immigrants and Migrants

History
▫ Funded by CDC, housed at
University of Minnesota
▫ Established in Oct. 2020 as part
of COVID-19 response
▫ Work with organizations serving
RIM communities that are
disproportionately impacted by
health inequities

18
National Resource Center for Refugees, Immigrants and Migrants
Goals
▫ Strengthen partnerships between health
departments + communities
▫ Support health departments + CBOs that
work with refugees, immigrants, +
migrants
▫ Reduce health disparities + increase
health equity

What We Do
Promising Practices
+ Toolkits
Health Education
+ Communications
Online Training
Technical Assistance Pilot Projects Dissemination

Core Partners

Moving forward
Continuing COVID-
19 work on a
smaller scale
Health requirements
for Ukrainian
Parolees
Public health
needs of Afghan
newcomers

Health Education +
Communications

Health Education + Communications
Curate existing health
communications
translated materials
Create campaigns that have
been translated, culturally
validated, and can be
customized
Develop tools to ensure
cross-cultural
understanding

Health Education + Communications
Fact Sheets Social Media Audio Video

Asset Creation
Scale
Design
Write
Listen Translate
• Confirm with linguist
• Update designs
• Make customizable
• Rigorous translation
• Community review
• Accurate + culturally
appropriate
• CDC guidance
• Simple language
• Diverse perspectives
• Topics
• Medium
• Distribution
• Stock photos
• Design elements
• Free tools

Partner with community representatives
on the content, format, and dissemination
of health communications materials.
Listen

Learn from Communities
Content Advisors
● Achieved through listening sessions,
community advisory boards, etc.
● Incorporate community perspectives
● Informs topics, framing, media

Honoring oral traditions

Incorporate diverse perspectives into the
communication of guidelines released by
the CDC and other public health
authorities.
Write

Writing Strategies
● Align with trusted sources
● Convert to simple language
● Frame with RIM Community
Perspective
● Double check for medical accuracy

Incorporating Community Perspectives
● Example: Managing Stress
● Includes:
○ Context of Afghans’ displacement
○ Connection to faith and traditions
○ Positive memories from home
country

Incorporating Community Perspectives
● Example: Managing Stress
● Key messages:
○ Attan dancing
○ Kahwah
○ Chess
○ Kite flying

Set aside your own expectations for what
constitutes a “good” design and embrace
non-Western trends.
Design

Design inspiration

Culturally-validated colors
Original Culturally Validated
Survey Winner

Culturally-validated photos
Original Photography
Culturally Validated

Culturally-validated symbols: Toy

Culturally-validated symbols: Bedtime Routine

Culturally-validated brand

Ensure work is rigorously translated and
validated by community members for
both accuracy and cultural
appropriateness.
Translate

Robust Translation & Community Review
Initial
translation
• Professional
Translator
Proofread
• Professional
Translator
Review
• Linguist
Competency
check
• Community
member
Confirmation
• Linguist

Importance of Content Validation
Swahiligate
● One of our first translations
● Not content validated
● Extremely culturally insensitive

Allow and encourage community leaders
to customize your campaign materials to
meet their needs
Scale

Customizable
Templates

Asset Creation
Scale
Design
Write
Listen Translate
• Confirm with linguist
• Update designs
• Make customizable
• Rigorous translation
• Community review
• Accurate + culturally
appropriate
• CDC guidance
• Simple language
• Diverse perspectives
• Topics
• Medium
• Distribution
• Stock photos
• Design elements
• Free tools

Yes
This presentation was
culturally validated

Maria Griffin, MA
Spo-ka’nay Enterprises, Owner
Culturally Driven
Communications:
Relationship Building & Visuals

About Spo-ka’nay Enterprises
▪ Woman- and American Indian-owned
▪ Spo-ka’nay is derived from Interior Salish word Sp’q’ni, which
means Spokane.
▪ Operated as a sole proprietorship from 1998 – 2021. Became
an LLC in 2021.
▪ Services include
▪ Professional Writing & Materials Development
▪ Training & Facilitation
▪ Technical Assistance

▪ Spokane Tribal citizen
▪ Spo-ka’nay Enterprises owner
▪ Core competencies in
▪ Professional writing: grant & contract
proposals, toolkits, reports, presentations.
▪ Training: nonprofit development, grant
prospecting & writing, project management.
▪ Technical assistance: problem-solving,
knowledge transfer, team-building.
Meet the Presenter…Maria Griffin, MA

Importance of Relationships: First Steps
1.Respect community culture.
• Meet community in their worldview
Request assistance from a culture advisor in learning cultural etiquette (e.g., patriarchal or matriarchal
protocols or customs to follow) to avoid inadvertently insulting community leaders.
• Set aside institutional stereotypes

2. Identify how best to communicate with the community leaders.
• Rule #1: ALWAYS reach out to the tribal council or leaders first before reaching out
to any federal government office as all tribes are sovereign (self-governing). Break
this rule and you have lost your one and only chance to partner with the tribe.
• Rule #2: Use phone calls and NOT email as a primary contact. Leaders’ email
inboxes are always full and are not answered in a timely manner.
• Call to ask for a meeting with the tribal council and for a culture advisor reference to help understand the
protocols expected of outsiders.

3. Prepare to meet in person.
Tribal council meeting
• Travel at least 2 days prior to the meeting with the council.
• Be available to meet with your culture advisor in the days leading up to the meeting.
• Learn about the history of the tribe and any other information that will help you to understand their
worldview.
• Analyze whether what you are offering will be acceptable to the tribe.
• Only meet with Indian Health Service or other federal department on site (e.g., Bureau of Indian Affairs)
after you’ve met with the council. To ensure transparency, ensure the council is involved with meeting the
government agencies, too.

4. Identify how best to communicate with the COMMUNITY.
Ask your culture advisor how the community communicates with each other.
• Identify if internet or cell phone coverage is available to the community. If so, is it a strong signal? If not
strong or available, develop a communication plan that does not involve internet or cell phones.
• Identify how information is distributed through the community (e.g., flyers, CB radio, faxes, local radio
station, newspaper, newsletter, tribal website, social media, text, etc.).
• Read the information currently being distributed. Identify “voice” being used. Is it passive? Is it direct?
How many audiences are there? Basically, do an audience assessment to determine how you will
distribute your information.
• What visual elements are acceptable for community-wide distribution? These include images, photos,
colors, etc.

Culture-based
Communication Plan

Communication Plan
1. Gain approval to distribute information to the community.
• Tribal council meeting
• Give your presentation about why the information is important for the community. Add the inclusion of a
communication plan that will need tribal council approval. Ask for recommendations for graphic artists to
collaborate on designing or redesigning the images for the health information as well as language
teachers to add in the tribal language to the information.
• The tribal council needs to approve of dissemination of health information. By gaining their permission,
you are respecting their sovereignty to make this decision.
• If they agree that the information is very important, then you will receive a written tribal resolution or
permission to proceed.
• DO NOT move forward with anything until you receive this resolution or written permission by the tribal
council.

Communication Plan
2. Develop a communication plan that describes how you will
communicate with the COMMUNITY.
• Use the information collected from your observations, discussions with the culture advisor, and tribal
council members.
• Share the plan with the tribal council.
• Include the visual elements identified by the cultural advisor and give them credit for directing you to the proper
graphics, words, etc.
• Include the various modes of distribution.
• Include who is responsible for developing the creatives. Follow the tribal council’s recommendations to use local artists,
youth, etc.
• Include timelines for creatives and content development as well as for the release of the information to the community.
• Expect that the tribal council will want to review the plan, suggest changes, and then give approval.
• Include in the timelines the need for review and approvals by the tribal council.

Images and Photos
• Images reflect American Indian, Alaska Native, Native
Hawaiian, and Indigenous qualities.
• Features diversity awareness, response to indigenous belief
systems, values, customs, and institutions.
• Shows specific tribal differences based on regions (e.g., east coast,
west coast, southwest, woodlands, plains, plateau, Alaska, Hawaii).
• Includes specific colors associated to the regions (e.g., east coast,
west coast, southwest, woodlands, plains, plateau, Alaska, Hawaii).

American Lung
Association
Better For It Informational Guide for
the COVID-19 Vaccine
Resiliency & Immunity: Protecting
our Communities and Native
Traditions

U.S. Department
of Justice
Office on
Violence Against
Women
2010 Annual Tribal Consultation
Report
Working Together to End Violence
Borders
Photos
Patterns
Page details

Maria Griffin, MA
Email: maria@spokanay.com
Phone: 509-319-8818
Website: www.spokanay.com

Cultural Communications: Meeting the needs of diverse
groups as a public health agency
Erica Chung| International Health Planner, MN Dept Health

Mission:
Protecting,
maintaining and
improving the
health of all
Minnesotans.
9/15/2023 health.state.mn.us 65

Who are we and who am I?
• Health Equity Bureau
• Diversity, Equity, and Inclusion
• Health Improvement Bureau
• Health Protection Bureau
• Infectious Disease Epidemiology,
Prevention and Control
• Health Systems Bureau
• Operations Bureau
This is me!
Pronouns: She/Her/Hers
Role: International Health Planner

Cultural
Communications
Community trust and
relationship building
Culturally appropriate
information
dissemination
Culturally relevant
content and visuals
Accurate translations
health.state.mn.us 67
***RELATIONSHIPS*** CONTENT
DISSEMINATION TRANSLATIONS

Three-Pronged Approach
Can pivot and build depending on capacity, need, and resource allocation

COVID-19 Vaccine Misinformation
• Stakeholders involved: Community
organizations, MDH staff, diverse media,
community members from throughout
MN
• Materials created: Video
Process
1. Elevate issue
2. Community outreach
3. Idea generation
4. Identifying community talent and
compensating them
5. Script co-creation
6. Video production and dissemination

Measles and Travel
• Stakeholders involved: Somali diverse
media, MDH staff
• Materials created: TV Program
Process:
1. Community request
2. Meet with diverse media
3. Identify technical assistance needed
• Subject matter expert
• Coordination of script development
4. Carry out technical assistance
5. Support TV program dissemination

health.state.mn.us
71
Actions for
Successful Cultural
Communications

Get comfortable with being uncomfortable

Practice trauma-informed communication

Invest in more diverse design work

Cultural Communication Strategy: CARE

Thank you
More Resources
www.publichealthcollaborative.org
Contact
info@publichealthcollaborative.org
Follow PHCC
X: @PH_Comms
LinkedIn: Public Health Communications Collaborative
78

Thank you
Download the resource
Strategies for Developing Culturally
Driven Public Health Communications
79
Register for the October 26th Webinar
Public Health and Crisis Situations:
Communicating and Connecting with
Confidence

Culturally Driven Strategies: Tailoring Health Communications to Build Understanding and Trust

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