Effective CALD community health communication through research and collaboration: An exemplar case study

Publisher:
Taylor & Francis
Publication Type:
Journal Article
Citation:
Communication Research and Practice, 2017, pp. 92 - 112
Issue Date:
2017
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Health communication is identified as an important strategy in achieving health outcomes, particularly in supporting preventative approaches to combatting disease and ill-health. In Australia’s multicultural society, health communication needs to address a number of CALD communities in order to achieve health objectives and social equity. While cross-cultural and intercultural communication have been widely studied, research shows that health communication often fails to achieve its objectives, particularly in CALD communities. This analysis examines a case study that highlights three key ingredients of effective health communication targeting CALD communities – in-depth qualitative formative research, a collaborative community-based approach, and cultural competency. The case study reveals how a culture-centred approach (CDA) and social ecology model of health communication achieved results that exceeded targets by up to 100% on a relatively small budget, but also revealed gaps in cultural competency that disadvantage some groups. This study contributes to health communication theory and practice, as well as public communication generally, by providing insights into ways to increase effectiveness as well as cost-efficiency, which in turn creates scalability and sustainability.
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