#Notjustnailpolish
•Download as PPTX, PDF•
1 like•339 views
The cervical screening culturally and linguistically diverse (CALD) Engagement Strategy was implemented by Cancer Institute NSW in 2014 – 2015 to address cervical screening rates in three priority populations in NSW, including Arabic-speaking, Cantonese-speaking and Mandarin-speaking women. Each of these populations were identified as having significant numbers who had never attended cervical screening.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to #Notjustnailpolish
Similar to #Notjustnailpolish (20)
More from Cancer Institute NSW
More from Cancer Institute NSW (20)
Recently uploaded
Recently uploaded (20)
#Notjustnailpolish
- 1. Page 1 | Optional Footer
- 2. #notjustnailpolish Engaging culturally diverse communities using social media Anna Burnham, Program Manager Cervical Screening Patricia Giannotto, CALD Communities Program Coordinator Janelle Burns, Project Officer
- 3. Cervical cancer is largely preventable • 50% in mortality and incidence overall since 1991 when the National Cervical Screening Program commenced • Having a 2 yearly Pap tests reduces the risk of being diagnosed with cervical cancer by 96% Page 3 Screening programs and improved outcomes in NSW population
- 4. • Analysis of NSW Adult Health Population Survey highlights CALD women < 30 years old are significantly more likely to have never screened (4.1 times more likely than average to never screen) • Women from culturally diverse backgrounds more likely to lapse from screening Page 4 The need to engage culturally diverse women in cervical screening
- 5. • Modesty and attitudes towards sexuality • Fear and fatalism • Myths and misconceptions about cancer • Lack of symptoms – misunderstandings about screening • Shame and embarrassment A need for positive, culturally appropriate and sensitive messages Engagement of specialist agency to support community engagement Page 5 Barriers to cervical screening participation
- 6. #notjustnailpolish Key elements Collateral Community Engagement Ambassadors Media Partnerships Social Media Page 6 Tailored Campaign
- 7. Target audience Page 7 | • Key messages • Benefits of cervical screening • When and how to undertake cervical screening • How cervical screening is part of every woman’s health regime Primary Women aged 18 – 69 years Chinese and Arabic- speaking populations • How to encourage women to participate in cervical screening • How to support women to participate in cervical screening by focusing on positives and benefits Secondary Ethno-specific and multicultural community organisations and stakeholders HCPs
- 8. Community Engagement Page 8 | Optional Footer Community groups engaged via more traditional methods • emails • flyers • telephone calls Paint your nails for a cause!
- 9. Ambassadors ● Nicole Eljed and Heidi Han – well known in the target communities and community media. ● Established social networks and followings on both Facebook, Weibo, Twitter and YouTube. ● Dr Lisa Cheng and Dr Linda Taoube. Quotes, interviews. ● Reassuring and trusted voice to campaign. Best for press and radio, limited social media and impact. Page 9 |
- 10. Media Partnerships – Wai Wai Page 10 | Optional Footer
- 11. Media Partnership - Anoujoum Page 11 |
- 13. Highlights 1000 bottles of CINSW branded nail polish distributed 118 discrete digital media posts published across the month, including social media and online articles 407 women (and small proportion of men) painted their nails and posed for photos which were uploaded to social media 20 community organisations, MRCs and health centres involved YouTube video viewed nearly 800 times and still in use post campaign Distribution of 684 in-language and English #notjustnailpolish flyers 2 radio interviews on SBS Arabic and SBS Cantonese programs Page 13
- 14. Contacts For more information please contact anna.burnham@cancerinstitute.org.au patricia.giannotto@cancerinstitute.org.au Page 14
Editor's Notes
- Research shows women < 40 from Asian and Middle Eastern Backgrounds are less likely to screen than Australian Born Women (PHD Thesis, Uni Syd) Pap test register lack of population based data on country of birth/language spoken at home there
- Pre/marital (and implications of this for you or husband) and promiscuity and From our research and others Fear than cancer a death sentence other structural barriers exist Cancer contagious
- Cervical screening is a sensitive issue. It was important that the campaign tag line didn’t mention cancer or cervical screening.
- Target audience – primary and secondary and key messages for each audience shown here. Primary audience was Arabic, Mandarin and Cantonese speakers in the age group. Secondary target was HCPs in the target populations.
- 20 community organisations engaged as key partners to distribute information about the upcoming campaign. They included migrant resource centres, ethno-specific community groups, and community health centres
- Media partnerships – Wai Wai and Anoujoum Two magazines were chosen which appealed to a younger demographic in the target communities Media partners provided print and online coverage Banners, front cover, articles, interviews promoting the campaign and also linked to YouTube videos No negative comments received for the campaign! Wai Wai – is an street publication distributed monthly, popular among young people.
- Anoujoum - published in Arabic and English
- Then the social media campaign was kicked off by our ambassadors and we were away! The campaign ran over March 2015.
- Small Budget exceeded expectations; 118 digit media posts (reaching a potential 150,000 readers). Nicole’s Video now viewed 700+ times Future Learnings – Health Professionals with online presence too; evaluation needs to be built in beyond process evaluation (tricky due to lack of data in PTR)