3rd Millennium and Linguistically Diverse Communities

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PROMOTIONAL STRATEGY

A step by step guide for promoting services to people from culturally and linguistically diverse communities

Prepared by Migrant Information Centre
(Eastern Melbourne) in cooperation with
the MIC Health and Aged Care Working Group
and the Migrant Communities Advisory Group

August 2000

A.B.N. 27 084 251 669

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Framework for a Promotional Strategy

Identify the culturally and linguistically diverse communities in your catchment area

Identify how your service can be seen to be relevant to culturally and linguistically diverse communities

Identify gaps between your current service delivery and the cultural needs of people from culturally and linguistically diverse communities (e.g. undertake a cultural audit)

Identify the current useage of your services by people from culturally and linguistically diverse backgrounds

Identify culturally and linguistically diverse communities with low useage rates

Hold a focus group with communities with low and high useage rates to identify what they value about your service and how they heard about your service

Develop an action plan to address gaps between your current services and the needs identified through focus groups and the cultural audit

Choose appropriate mechanisms for promoting services to culturally and linguistically diverse communities (see attachment 1)

Implement promotional activities

Monitor useage rates by people from targeted culturally and linguistically diverse communities

Identify the culturally and linguistically diverse communities in your catchment area

MIC can supply demographic data by 1996 census collection districts as well as local government areas and settlement since 1996 based on Department of Immigration and Multicultural Affairs settlement database

Identify how your service can be seen to be relevant to culturally and linguistically diverse communities

MIC can assist services to identify the cultural needs of culturally and linguistically diverse communities through talking with your staff, arranging meetings between your staff and community leaders and referring staff to relevant literature

Identify gaps between your current service delivery and the cultural needs of the communities (e.g. undertake a cultural audit)

MIC staff can assist in undertaking a cultural audit e.g. through providing a framework, undertaking the audit in conjunction with your staff or referring to other agencies who could assist you

Identify the current useage of your services by people from culturally and linguistically diverse backgrounds

Examine current useage figures from client records

Identify culturally and linguistically diverse communities with low useage rates

Compare useage to demographic data

Hold a focus group with communities with low and high useage rates to identify what they value about your service and how they heard about your service

MIC can assist through facilitating focus groups, assisting your agency to develop focus group formats or referring you to individuals who can assist

Develop an action plan to address gaps between your current services and the needs identified through focus groups and the cultural audit

MIC can assist through, for example, facilitating discussions or reviewing your action plans

Identify mechanisms to promote your service to culturally and linguistically diverse communities based on MIC Promotional Strategy

For example, ethnic press, meeting with community leaders, written information, information forums, etc. (See attachment 1)

Implement promotional activities

Monitor useage rates by targeted migrant communities

Informing People from Culturally and Linguistically Diverse Communities of your service

Ways of informing communities of your services include:

• Translated brochures, flyers and pamphlets using simple, concise language...
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