DATE

04/14/2023

CULTURAL CONSIDERATION IN BSCC: SOCIAL

MARKETING CAMPAIGN & HEALTH
COMMUNICATION
This presentation seeks to analyze the cultural consideration in social
marketing and health communication in providing comprehensive information
for behavior change.

PRESENTED BY
Group 4
 WHAT IS BSCC?

a systematic application of interactive,

theory based and research driven
communication processes and strategies to
address tipping points for change at the
individual, community and social levels
 WHAT IS CULTURE?
Culture can be defined as all the ways of life
including arts, beliefs and institutions of a
population that are passed down from
generation to generation. Culture has been
called "the way of life for an entire society." As
such, it includes codes of manners, dress,
language, religion, rituals, art.
 WHAT IS CULTURAL
CONSIDERATION?

Defined as the degree to which cultural awareness plays a role

interactions with a particular cultural group
QUICK OVERVIEW
When should you use a social marketing
campaign?
QUICK OVERVIEW
When should you run a social marketing
campaign?
 QUICK OVERVIEW
How do you manage social marketing campaign?
01. AGE

02. GENDER

03. RACE OR ETHNIC GROUP

04. ECONOMIC STATUS

05. PAST BEHAVIOURS

06. ACCESS TO PRODUCTS

CULTURAL
CONSIDERATIONS
 COMMUNITY-BASED
PARTICIPATORY RESEARCH
(CBPR)
01. INCREASE IN INCIDENT RATES

02. ENVIRONMENTAL EXPOSURES

03. LOW-INCOME COMMUNITIES

04. CHILDREN ARE COMMONLY AFFECTED

05. CAUSATION AND AGGRAVATION

ENVIRONMENTAL RISKS
AND FACTORS IN
CHILDREN
 WHAT IS CPBR?
(Community-Based Participatory Research?)
WHAT IS ITS AIM?
COMUNITY IS DEFINED AS A
UNIT OF IDENTITY
Sense of identification and emotional
connection to other members, common
symbol systems, values and norms, shared
interests, and commitment to meeting
mutual needs. (Steuart 1993).
NINE PRINCIPLES OF CPBR

CPBR recognizes community as a unit of

01. identity;

02. Builds on strengths and resources within the

community

03. Facilitates a collaborative, equitable partnership in all phases of

the research, involving an empowering and power-sharing
process tat attends to social inequalities
04. Fosters co-learning and capacity building among all partners
Integrates ad achieves a balance between knowledge
05. generation and intervention for mutual benefit of all partners
NINE PRINCIPLES OF CPBR

06. Focuses on the local relevance of public health

problems and ecologic perspectives that recognize
and attend to the multiple determinants of health
07. Involves systems development using a cyclical and
iterative process
Disseminates results to all partners and involves them
08. in the dissemination process
09. Involves a long-term process to sustainability
BENEFITS/RATIONALE FOR
USING A CPBR APPROACH
 THE ROLE OF CULTURE IN
HEALTH COMMUNICATION
 It is defined as effective verbal and nonverbal
interactions between individuals or communities with a
mutual understanding and respect of each other’s
values, beliefs, preferences and culture, to promote
equity in healthcare with the goal of providing
culturally sensitive care.
A FRAMEWORK FOR CONSIDERING THE
ROLE OF CULTURE IN HEALTH
COMMUNICATION
SOURCE FACTOR IN HEALTH
COMMUNICATION
The source can be an individual or group,
an institution or an organization. Which
are most likely to accept communication
from a person or an organization that they
trust because they consider it to be a
good source of reliable information.
AUDIENCE OR RECEIVER IN
HEALTH COMMUNICATION
The receiver or audience is the person or the group
for whom the communication is intended, or the
person who receives the message.
MESSAGE FACTOR IN HEALTH
COMMUNICATION
A message is a piece of information that contains a combination
of ideas, facts, opinions, feelings or attitudes. The content of the
message could be organized in different ways so that it is more
likely to persuade or convince people. These are considered as
APPEALS.
 CHANNEL FACTOR IN HEALTH
COMMUNICATION
A channel is the physical means or the media by which the message
travels from a sender to a receiver. The channel used to
communicate a health message influences what information can be
conveyed and how.
 FEEDBACK FACTOR IN
HEALTH COMMUNICATION

Feedback is the mechanism of assessing what has

happened to the receivers after the communication
has occurred.
SOME CULTURAL
CONSIDERATIONS
01. LANGUAGE

02. EYE CONTACT

03. GENDER

04. TOUCHING

05. FOOD

06. PSYCHOLOGICAL CARE

CULTURAL
CONSIDERATIONS