Social marketing approach in designing public health messages - A step-by-step case study for methamphetamine prevention campaign for Asian American & Pacific Islander (AAPI) community

Using 3-D model building, intensive media example discussion, and provide substantial take-home resources, this pre-training session examines the critical elements of how the "concept of health" interpreted differently throughout different cultures and how health messages can be better shaped with cultural/language competence and Social Marketing tools. The presentation will draw upon the experience from Asian Media Access' successful Methamphetamine Prevention Campaign, where such strategies being implemented. The participants will receive concrete ideas of potential problems and possible solutions in developing language access and cultural competence public education materials aimed at sharing participants' experiences, problem-solving or strategy devising.
Since 2000, the Robert Wood Johnson Foundation Turning Point Initiative’s Social Marketing National Excellence Collaborative (SMNEC) has promoted social marketing principles and practices to improve public health across the nation.  MN is one of the participating states.   Building on the success, this presentation will be divided into three sessions:
•    Introducing the Social Marketing principles, and how these elements can be incorporated into the agencies' educational materials to improve community health.
•    Looking into various Media Examples to better understand what messages work, what not
•    Case Study - Analyzing national Methamphetamine Prevention Campaign targeting AAPI community, utilizing Social Marketing strategies.
The training is innovative because it uniquely focuses on Pan Asian communication patterns, such as:
AAPI Communication Patterns
•    Providing Background Info vs. Directly Getting to the Point
•    Less Structure; Not Specific Enough
•    Holistic Approach; View Issues as all Interconnected
•    Emotional Approach; May Seem Lacking in Logic
•    Indirect
•    Body Language
Culturally Competent Strategies: Guidelines
•    Language Sensitivity
•    Beyond Text - Illustrations & Photos
•    Keep it Real & Relevant in the Cultural Context
•    Be Aware of Subgroups
•    Family & Group Approaches
•    Use Writers & Editors That are From the Targeted Group
•    Involve the Community in the Planning Process to Develop Strategies
•    Consider special ethnic holidays
•    Expertise/Credentials vs. Hands-on Experience with the Target Population
•    Encourage Actions
Culturally Competent Strategies: Channels
•    Traditional Channels: Recognize the Roles of Elders and Involve Them in the Process
•    Outreach Approaches: Focus Groups & Community Forums
•    Community Approaches: Schools, Ethnic Festivals, Ethnic Restaurants, or other Entertainment Places
•    Interpersonal Channels
•    Ethnic Media - Radio, TV, Newspapers, Magazines
•    Other Promotional Materials - Brochures, Posters, Bulletin Boards
•    Internet
•    Other Promotional Items – Gears
Culturally Competent Strategies: Messages
•    Culturally Competent Messages
•    Avoid Stereotyping
•    Messages that Foster Group Harmony and Well Beings of the Community
•    Use Cultural Factors, Such as Respecting Authorities, Fears of “Losing Face,” Practicality
•    Clear Instructions for Possible Actions
Culturally Competent Strategies: Designs
•    Use special Cultural Symbols
•    Visually Balanced between Text and Graphic
•    Use blank space wisely
•    Use Images appealing to targeted audience
Such training can improve the mainstream health system in designing educational materials in relation to AAPIs' health.  Participants can easily adapt the strategies into their works, and create ripple effects through take-home materials, including:  AAPI focus group report, Methamphetamine Prevention Campaign package and CDC funded -CDCynergy-Social Marketing CD-ROM.