Social marketing targeting Indigenous peoples: a systematic review

Kubacki, Krzysztof; Szablewska, Natalia

doi:10.1093/heapro/dax071

Cited by 7 publications

(6 citation statements)

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“…The shifting of social norms, community sentiment and discourse among Indigenous audiences has been effectively achieved through social marketing campaigns focused on other health outcomes, such as reducing tobacco smoking [17] , [18] , [19] . Given these successes, and the findings from this study, it is suggested that a social marketing campaign could be beneficial in increasing awareness, encouraging a change of attitudes and shifting social norms, with the aim of increasing uptake of cervical screening among Indigenous women.…”

Section: Discussionmentioning

confidence: 99%

Knowledge, attitudes, beliefs, intentions and behaviours of Australian Indigenous women from NSW in response to the National Cervical Screening Program changes: a qualitative study

Moxham

Moylan²,

Duniec³

et al. 2021

The Lancet Regional Health - Western Pacific

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Background: Indigenous women in New South Wales Australia are nearly four times more likely to die from cervical cancer than non-Indigenous women due to lower screening rates. We aimed to understand Indigenous women's cervical screening awareness, behaviours, knowledge, perceptions, motivators and barriers since the December 2017 National Cervical Screening Program changed to HPV testing, new screening age and screening interval, and introduced the new self-collection test.Methods: A qualitative study was conducted with 94 Indigenous women 25 to 74 years of age across metropolitan, regional and remote New South Wales. A team of six specialist researchers conducted the fieldwork, analysis and reporting. All data were coded thematically.Findings: Participants showed limited awareness of the renewed cervical screening program and the role of cervical screening in cervical cancer prevention, with most having a strong negative attitude towards cervical screening. Several motivators and behavioural barriers to screening were identified into four audience segments based on key characteristics. Most participants eligible to self-collect were unwilling to, due to concerns they would administer it incorrectly, injure themselves or have to return for a more invasive test.Interpretation: This study demonstrates the complex and heterogenous nature of attitudes and behaviours, among Indigenous women and highlights the intrinsic negative attitudes and social norms that are currently shaping community discourse and ultimately limiting screening. Our findings support the need for enhancing positive sentiment and community advocacy.

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Section: Discussionmentioning

confidence: 99%

Knowledge, attitudes, beliefs, intentions and behaviours of Australian Indigenous women from NSW in response to the National Cervical Screening Program changes: a qualitative study

Moxham

Moylan²,

Duniec³

et al. 2021

The Lancet Regional Health - Western Pacific

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“…The impact of racism on psychological health and the overall negative approach taken by the portrayal of Maori people in all forms of media has been previously highlighted [38]; this fault is noted as a result of the adaptation to recent colonization. A recent systematic review of social marketing targeting Indigenous people across the world found that social marketing interventions primarily used television and radio advertising and appeared to confront health issues of Indigenous populations around the world despite not maximizing all elements of social marketing [39]. These findings together provide evidence for the need to consider social media as strategies to improve the health of Australia’s Aboriginal people, acknowledging the need to use positive health messaging and portray these communities using a strengths-based focus.…”

Section: Discussionmentioning

confidence: 99%

Considering the Impact of Social Media on Contemporary Improvement of Australian Aboriginal Health: Scoping Review

Walker¹,

Palermo²,

Klassen³

2019

JMIR Public Health Surveill

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Background Social media may have a significant role in influencing the present and future health implications among Australian Aboriginal and Torres Strait Islander people, yet there has been no review of the role of social media in improving health. Objective This study aims to examine the extent of health initiatives using social media that aimed to improve the health of Australian Aboriginal communities. Methods A scoping review was conducted by systematically searching databases CINAHL Plus; PubMed; Scopus; Web of Science, and Ovid MEDLINE in June 2017 using the terms and their synonyms “Aboriginal” and “Social media.” In addition, reference lists of included studies and the Indigenous HealthInfonet gray literature were searched. Key information about the social media intervention and its impacts on health were extracted and data synthesized using narrative summaries. Results Five papers met inclusion criteria. All included studies were published in the past 5 years and involved urban, rural, and remote Aboriginal or Torres Strait Islander people aged 12-60 years. No studies reported objective impacts on health. Three papers found that social media provided greater space for sharing health messages in a 2-way exchange. The negative portrayal of Aboriginal people and negative health impacts of social media were described in 2 papers. Conclusions Social media may be a useful strategy to provide health messages and sharing of content among Aboriginal people, but objective impacts on health remain unknown. More research is necessary on social media as a way to connect, communicate, and improve Aboriginal health with particular emphasis on community control, self-empowerment, and decolonization.

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“…While the Use of awareness raising campaigns recommendation for HIV testing among the general population was for annual testing, one campaign emphasized testing twice annually for the MSM-focused campaign and the other had a message of everybody needs an HIV test but had images of men who could be seen as a couple (Figure 2). These messages aimed to draw attention from MSM, and also had an implicit message as to eschew stigmatization, which has been a criticism of social marketing (Kubacki and Szablewska, 2017). The campaigns in both cities also avoided perceived negative consequences of testing or alternatives to testing that could unintentionally dissuade a person from accessing testing or knowing his status or stigmatizing a focus population for not getting tested.…”

Section: Methodsmentioning

confidence: 99%

Use of awareness raising campaigns to expand HIV testing: experiences in the Bronx, NY and Washington, DC (HPTN 065 study)

Edelstein

Kharfen

Kim

et al. 2020

JSOCM

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Purpose Awareness raising campaigns have been used to promote HIV prevention messages, including the expansion of HIV testing, but initiating such campaigns de novo can be costly. Both the Bronx, New York and Washington, DC have significant local HIV epidemics and a history of efforts to scale-up HIV testing. To build on prior HIV testing campaigns and create new messages based on consultation with diverse stakeholders, a partnership with a community-based clinical trial to enhance HIV testing and treatment was established. The purpose of this paper is to describe the history of HIV testing campaigns in the two jurisdictions, the awareness raising conducted in collaboration with the HIV Prevention Trials Network (HPTN) study (HPTN 065) and provide evidence of its effect in these two communities. Design/methodology/approach The foundation of prior campaigns allowed for expansion of social mobilization efforts to specific priority populations (gay men and other men who have sex with men), the most severely affected groups in both communities, and to expand the efforts to include clinical settings. New compelling and acceptable messages were shaped through engagement with community members and based on input from focus groups with target populations in each city. Findings By engaging the target population in the development of new messaging, HPTN 065 study successfully built on campaigns that were already underway in both jurisdictions and was able to use those messages and platforms to further normalize HIV testing. Practical implications Modifying and adapting existing messages saved time and resources, which can be important factors to consider in settings with limited resources or high media purchasing costs. Originality/value Efforts of this kind may ultimately help to decrease HIV transmission in large urban settings.

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Social marketing targeting Indigenous peoples: a systematic review

Cited by 7 publications

References 0 publications

Knowledge, attitudes, beliefs, intentions and behaviours of Australian Indigenous women from NSW in response to the National Cervical Screening Program changes: a qualitative study

Knowledge, attitudes, beliefs, intentions and behaviours of Australian Indigenous women from NSW in response to the National Cervical Screening Program changes: a qualitative study

Considering the Impact of Social Media on Contemporary Improvement of Australian Aboriginal Health: Scoping Review

Use of awareness raising campaigns to expand HIV testing: experiences in the Bronx, NY and Washington, DC (HPTN 065 study)

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