Communication Strategy
Communication Strategy
Communication Strategy
(Eastern Melbourne)
Communication Strategy
for
Culturally and Linguistically
Diverse Background
Communities
By Wina K.Y. Kung
September 2002
ii
The views and opinions expressed in this publication funded by the Commonwealth are not
necessarily those held by the Department of Immigration and Multicultural and Indigenous
Affairs. The Commonwealth, its officers, employees and agents are not responsible for items
prepared by the Funded Organisation. Any information or advice set out in the text should be
verified before it is put to use by any person. The Commonwealth, its officers, employees and
agents disclaim responsibility for any inaccuracy contained within the text, including those due to
negligence.
EXECUTIVE SUMMARY......................................................................................................................1
1.
BACKGROUND.............................................................................................................................2
1.1
1.2
1.3
1.4
2.
EVALUATION OBJECTIVES.....................................................................................................5
3.
METHODOLOGY.........................................................................................................................5
4.
5.
6.
CONCLUSION.............................................................................................................................10
7.
RECOMMENDATIONS..............................................................................................................11
7.1
7.2
7.3
7.4
PARTICIPATING AGENCIES............................................................................................................13
APPENDIX 1..........................................................................................................................................14
Executive Summary
A Communication Strategy was developed to increase the knowledge and
understanding of Home and Community Care (HACC) services by people from
culturally and linguistically diverse (CALD) communities. The strategy emphases the
need for agencies to involve CALD communities in the planning and delivery of
services. Through doing this agencies engage communities and have access to their
knowledge and experience. It is this knowledge and experience that can assist
agencies to effectively target promotional activities.
The development of the strategy was informed by consultation with CALD
communities and HACC service providers. The strategy was piloted with three
language groups, Cantonese, Mandarin and Vietnamese across the cities of
Boroondara, Knox, Manningham, Monash and Whitehorse. The pilot provided the
opportunity to test the effectiveness of the strategy as well as to receive valuable
feedback from the communities involved. The final strategy detailed in this report
identifies a step by step guide to implementation as well as where agencies can
receive assistance and resources to support implementation.
Key components of the strategy are:
Skilling staff i.e. staff are trained in using interpreters and ethnic media
effectively,
The strategy could not have been developed without the input of CALD communities
and HACC service providers. Their ideas and solutions make up the key strategies in
this report.
1. Background
The Program Development and Access Project managed through the Migrant
Information Centre (Eastern Melbourne) recognises that successful planning and
delivery of Home and Community Care (HACC) Services to people from culturally
and linguistically diverse (CALD) backgrounds is best achieved through an active
exchange with communities.
A Communication Strategy based on available demographic data was developed to
increase the knowledge of HACC services by CALD communities. Three main
language groups were identified as the target communities: Cantonese, Mandarin and
Vietnamese. The country of birth of the target communities included China, Hong
Kong, Malaysia, Singapore, Taiwan and Vietnam.
The project collected HACC information on HACC services from a number of
providers and compiled and distributed this information to the target communities.
The project piloted an information forum at the Avenue Neighbourhood House with
the Eastern Region Chinese Social Club in July 2001. A total of five forums were held
in Mandarin, Cantonese and Vietnamese respectively between December 2001 to June
2002 to promote HACC services.
Target
People with
a disability
Target
Older
p
e
Families
and/or
their
carers
Choose appropriate media for promoting HACC services and educate the
communities about the rights of applying and using services.
(Please see the details of media in the next section)
MIC Program Development and Access Project Officer has consulted totally 7 agencies and clubs
which included leaders in senior citizens clubs, carers group, ethnic specific worker and Church
leader.
Communication Strategy for Culturally & Linguistically Diverse Background Communities
2. Evaluation Objectives
3.
Methodology
Number of forums
Number of attendants
Age distribution of attendants
The PDA project worker visited a number of HACC service providers to collect
detailed information about the HACC services available in the catchment area and
how to access them including: referral process, services details, application
procedures and contact details etc.
The materials available varied from agency to agency in terms of cultural
appropriateness. Agencies were classified along a continuum. At one end of the
continuum an agency had translated a wide range of leaflets/forms/application
information packs into a number of key languages and policies/procedures were in
place when interpreters were requested. At the other end of the continuum an agency
provided materials in English only and workers had no knowledge of using
interpreters/translators. Most of the agencies in the Eastern Region were positioned in
the middle i.e. some information was translated and there was a general understanding
of how to access interpreters but not necessarily how to use interpreters correctly.
A number of agencies stated they have difficulty in preparing culturally appropriate
promotional materials. The difficulties identified by agencies were:
Difficulties in identifying and selecting appropriate language groups in the
catchment area.
Identifying which documents to translate given that there is not the budget
allocation to translate all documents.
Limited knowledge about how to prepare documents for translation and find an
appropriate company to complete the translation.
Staff skills in using interpreters and translation services.
Difficulties in distributing promotion materials which included limited knowledge
about ethnic media and contacts with CALD communities.
5.2
The usage rates of CALD communities were lower than the English speaking
population. People from China, Malaysia and Vietnam had the lowest usage rate
of HACC services.
The migration figures indicated that people migrating from China were the largest
single migrant group settling in the Eastern Region between 1998-2000. The
number of migrants from China aged 65+ represent the largest number of people
in this age group settling in the Eastern Region. This group of people was
potential HACC users however as they were newly arrived they may not have
information on HACC services.
Three main language groups were identified as the target communities: Cantonese,
Mandarin and Vietnamese to develop the Communication Strategy Model. The
country of birth of the target communities included China, Hong Kong, Malaysia,
Singapore, Taiwan and Vietnam.
Based on the model, PDA worker identified the social groups of the CALD
communities in the catchment area, eg. Churches, Temples, senior citizen clubs,
womens groups, carers groups, social clubs and parents groups. There were a
number of important issues when identifying the social groups and making contacts
including:
List of contact details: The MIC has collected details and compiled a database to
hold the contact details of CALD communities in the Eastern Region. As a staff
member of MIC the worker could access the database. However, for a general
agency worker the worker may not be aware that the MIC could provide the
information if requested. Therefore, some agency workers indicated they had
difficulties identifying the groups and contact people.
Identify the best language: People from the same cultural background do not
necessarily speak the same language. For example, a Chinese group might speak
Mandarin, Cantonese or other local dialects. Therefore identifying the best
language in organising an information forum is important. The community leader
or the contact person of the group will be able to identify the best language(s) for
the group.
5.3
less than 10 people indicated that they would attempt to apply for HACC
services within a short period of time.
A random client survey was distributed to measure the understanding of the
HACC services after the forums. Ten participants were randomly selected to
complete the survey. The results of the survey showed that 85% of the
questions about HACC services were answered correctly. The common
mistake was the participants could not identify all the services available in
HACC services, some participants could only identify the most common ones,
for example, personal care, property maintenance, volunteer visiting, delivered
meals or nursing care. The commonly missed one was allied health. Almost
90% of the participants (9 out of 10) successfully identified all the important
categories of organisations that deliver HACC services, for example, city
councils, district nursing services, community health centres and aged care
assessment team.
The participants also indicated that sometimes they did not have a full
understanding or it was not very clear to them what service they needed.
Therefore, a general discussion with the aged care or ethno specific agencys
worker might help to clarify their needs. However, some potential clients
hesitated to discuss their issues with the worker due to the level of trust they
had with the worker or if they were seeking services from an ethno specific
service they were afraid to expose their personal business to a member of their
community.
Long waiting periods was another barrier that deferred people from applying
for services.
6. Conclusion
Through the Communication Strategy Model, PDA project provided linguistically and
culturally appropriate materials of HACC services to CALD communities and
successfully distributed useful information to raise awareness about the individuals
rights of applying and using HACC services.
The Communication Strategy Model is effective in terms of increasing the knowledge
of HACC services within the targeted communities. One of the key factors of the
model was receiving regular feedback on the implementation of the model from the
communities through visits and conversations with community leaders.
10
7. Recommendations
7.1 Promoting HACC Services
It is recommended that the following procedures are in place at an agency level:
Demographics of CALD communities within the catchment area. The data can be
obtained through the MIC.
Notes for preparing translations and how to use interpreters are documented. The
notes can be obtained through the MIC and the Victorian Interpreting and
Translating Service (VITS).
Training for staff in using interpreting and translating services.
The ethnic media list and contacts with CALD communities are available and
updated at an agency level. The list can be downloaded from MIC website (www.
miceastmelb.com.au).
Identifying promotional strategies e.g. what is best to translate and to talk about
etc. MIC staff can assist agency staff to do this. A number of useful information
can be downloaded from MIC website, <Appendix 1> A list of cultural resource
available at MIC.
Partnerships with other agencies, for example, an information forum on aged care
for the Vietnamese Community where different agencies can participate through
talking about their services etc
7.3
Based on the preferences identified by the communities for accessing information, the
following are recommended:
Hold forum/information sessions inside the club/group/Church.
Forum/information sessions are held on the club day or after the Church/Temple
service or group activity.
Communication Strategy for Culturally & Linguistically Diverse Background Communities
11
12
PARTICIPATING AGENCIES
Migrant Information Centre (Eastern Melbourne) would like to thank all involved in
developing the Communication Strategy and participating in consultations, forums
and interviews. Special thanks to the Program Development and Access Project
steering group agencies for their valuable advice and support.
Blackburn North Baptist Church Vietnamese Fellowship
Boroondara Chinese Senior Citizen Club
Cambodian Community Welfare Centre
Care Connect
City of Boroondara
City of Manningham
City of Maroondah
City of Monash
Do Care
Eastern Region Chinese Social Club
Indo-Chinese Elderly Association in the Eastern Suburbs
Interchange (Inner East) Association
Knox Chinese Senior Citizens Club
Knox Community Health Service
Knox Hungarian Senior Citizens Club
Lao Australian Welfare Association Inc.
Lao Elderly Association
Migrant Information Centre (Eastern Melbourne)
Polish Community Council of Victoria
Rowville Chinese Baptist Church
St. Marks Adult Day Centre
The Chinese Senior Citizens Club of Manningham
Uniting Care Community Options
Victorian Multi Ethnic Slavic Welfare Association Inc
Waverley Chinese Senior Citizens Club
Whitehorse Older Person Action Group
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Appendix 1
Cultural Resources available at Migrant Information Centre, please visit the MIC
website (www.miceastmelb.com.au) to download the information.
Title
HACC Program News
Description
A brief introduction of HACC
services
Languages Available
English, Chinese, Greek,
Italian, Macedonian,
Polish, Turkish,
Vietnamese
Demographic Profile
Demographic Profile of
different communities in the
Eastern Region
English
Definitions of HACC
Personal Care and
Home Care
An introduction of HACC
personal care and home care
services
Countries and
Languages Spoken
English
Promotion Strategy
English
Eastern Multicultural
News
English
Buddhism
Christianity
Hinduism
Islam
English
14
Title
Notes for using
translators and
interpreters
Description
Policy for the use of
Interpreters
Working with interpreters
Guidelines for the use of
Auslan interpreters
Speaker Notes
Preparing text for
translation
Languages Available
English
Translation for
Interpreter available
upon request
Translation for
Welcome
Welcome in different
languages
15