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Culture and Health Communication: Engaging Social Media Influencers to Reach Culturally and Linguistically Diverse Communities

In: BEYOND THE DARK ARTS Advancing Marketing and Communication Theory and Practice

Author

Listed:
  • Lukas Parker
  • Rob Cover
  • Charlotte Young
  • Katia Ostapets

Abstract

People of Culturally and Linguistically Diverse (CALD) backgrounds, representing around 28 per cent of Australians and hundreds of ethnic backgrounds and language groups, are often overlooked or under-considered in health communication campaigns. This diversity presents challenges for those wishing to successfully communicate health messages, particularly given the fragmenting communications landscape. The COVID-19 pandemic has brought to light many of these challenges and the, often, limited consideration given to CALD communities in communicating urgent health messages. This chapter reviews the Victorian government’s innovative CALD Youth Content Campaign which engaged social media influencers to communicate COVID-19 messages through channels not ordinarily accessible to government communication teams. From this case study, we draw insights for future health campaigns aimed at diverse audiences.

Suggested Citation

  • Lukas Parker & Rob Cover & Charlotte Young & Katia Ostapets, 2023. "Culture and Health Communication: Engaging Social Media Influencers to Reach Culturally and Linguistically Diverse Communities," World Scientific Book Chapters, in: Linda Brennan & Lukas Parker & Divya Garg & Krzysztof Kubacki & Michaela Jackson & Ella Chorazy (ed.), BEYOND THE DARK ARTS Advancing Marketing and Communication Theory and Practice, chapter 8, pages 149-166, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811276064_0008
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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