Social marketing to a minority community – developing communication narratives that resonate

Abstract

Developing marketing communications that are meaningful to minority ethnic groups can be challenging. This paper presents the qualitative findings of feedback from a minority ethnic community amongst whom the author tested some case studies to be used as the basis for social marketing communications to be used as part of a health promotion campaign aimed at their community. These materials are based on evidence gathered in a previous stage of this research. The target audiences for this campaign are British Pakistani cardiac patients and members of their social networks. The behaviour being targeted is the provision of social support for these patients and patients’ management of such support.