Developing and Delivering targeted SARS-CoV-2(COVID-19) health interventions to Black, Asian and Minority Ethnic (BAME) communities living in the UK
Lead Research Organisation:
Royal Surrey County Hospital
Department Name: UNLISTED
Abstract
Black and South Asian communities are more likely to die at higher rate during the COVID-19 pandemic. Many people in the community, community leaders, government and the health services are concerned, and we need culturally specific, targeted messages to reduce COVID-19 risk and change behaviours to protect the community.
Our initial work has suggested that we need to educate diverse communities to understand their risk and how to protect themselves. We have a track record in coproducing digital, culturally specific health messages for BAME groups and this project will do this in the context of COVID-19 and deliver these messages with the help of the
community nationally.
We will work with community groups, community and faith leaders and professionals from public health and allied health to produce written/pictorial guidance, short films and mobile app. We will work with these groups to ensure that the messages reach minority groups and will also evaluate the effectiveness of our health messages. We will share information and experience gained from the project quickly via community leaders, policy makers, including NHS England and Public Health England.
Our initial work has suggested that we need to educate diverse communities to understand their risk and how to protect themselves. We have a track record in coproducing digital, culturally specific health messages for BAME groups and this project will do this in the context of COVID-19 and deliver these messages with the help of the
community nationally.
We will work with community groups, community and faith leaders and professionals from public health and allied health to produce written/pictorial guidance, short films and mobile app. We will work with these groups to ensure that the messages reach minority groups and will also evaluate the effectiveness of our health messages. We will share information and experience gained from the project quickly via community leaders, policy makers, including NHS England and Public Health England.
Technical Summary
COVID-19 pandemic appears to cruelly discriminate, inflicting a disproportionate burden of
illness and death across Black and South Asian communities. There are concerns that unless targeted interventions are delivered the current pandemic will only serve to magnify existing social inequalities experienced by UK BAME communities.
The research team has extensive experience in co-producing digital interventions to assist BAME
communities to navigate barriers and gain equal access to care. The current project aims
to (a) design culturally specific health messages for Black and South Asian groups and (b) deliver these messages through specific trusted communication channels, in order to have the needed impact on behaviour change and reduce COVID-19 risk, targeting the following: risk and susceptibility, proximity and social distancing and infection control,
highlighted by our public and patient involvement.
With the support of the local and regional BAME community groups, knowledge champions (community and faith leaders) and knowledge advocates (from public health and allied health professionals), we will co-produce key written/visual documents, short films up to 2 minutes (mainly for smart phone viewing) and mobile apps. The specific content of the messages will be a combination of public health advice and targeted, salient and culturally appropriate messages. We will evaluate the efficacy of our interventions.
We will disseminate, share information and experience gained in a rapid and timely
manner to support the behavioural change to mitigate the risk of infection by engaging
with stakeholders, community leaders, policy makers, including NHS England and PHE.
illness and death across Black and South Asian communities. There are concerns that unless targeted interventions are delivered the current pandemic will only serve to magnify existing social inequalities experienced by UK BAME communities.
The research team has extensive experience in co-producing digital interventions to assist BAME
communities to navigate barriers and gain equal access to care. The current project aims
to (a) design culturally specific health messages for Black and South Asian groups and (b) deliver these messages through specific trusted communication channels, in order to have the needed impact on behaviour change and reduce COVID-19 risk, targeting the following: risk and susceptibility, proximity and social distancing and infection control,
highlighted by our public and patient involvement.
With the support of the local and regional BAME community groups, knowledge champions (community and faith leaders) and knowledge advocates (from public health and allied health professionals), we will co-produce key written/visual documents, short films up to 2 minutes (mainly for smart phone viewing) and mobile apps. The specific content of the messages will be a combination of public health advice and targeted, salient and culturally appropriate messages. We will evaluate the efficacy of our interventions.
We will disseminate, share information and experience gained in a rapid and timely
manner to support the behavioural change to mitigate the risk of infection by engaging
with stakeholders, community leaders, policy makers, including NHS England and PHE.
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