Murray Public Health Unit and the Ethnic Council of Shepparton and District have been engaging with community leaders to create culturally appropriate video messages about COVID-19 vaccination for multicultural and Aboriginal and Torres Strait Islander communities
The project delivered messaging in a format that reflected the values and cultures of the communities engaged with. Healthily and participating health industry partners and community groups invited community leaders to record culturally appropriate video messages using Zoom, which were sent by SMS directly to patients that were eligible for a vaccination or booster via their trusted GP.
Between 6 April 2022 and 30 June 2022 (12 weeks), this project achieved the following:
- Established a Project Advisory Group (PAG) with First Nations and Multicultural community representatives.
- Engaged a First Nations project officer.
- Engaged seven Primary Health Networks and 4 Community Health Offices.
- Filmed 39 community leaders speaking in 14 languages including English.
- Produced 16 Interactive Packages.
- Recruited 31 Practices and Aboriginal Medical Services.
- Sent the packages to 10,978 patients due for a vaccination or booster.
- Achieved SMS open rates (link in the SMS was opened) ranging from 15% to 47%.
- Developed functionality to automate the sending of a second (nudge) SMS message sent only to recipients who did not open the link in the first message.
Four community leaders, organised by Ethnic Council of Shepparton and District recorded COVID-19 vaccination messages in six languages (Arabic, Dinka, Turkish, French, Swahili and English). The messages were set up in an interactive package enabling recipients to choose the language and speaker message to view.
Video by Betul Tuna