Developmental market research to inform Indigenous social marketing campaigns

National action to reduce Indigenous smoking rate and Local Indigenous community campaigns to promote better health

As part of the ICDP measures to tackle the risk factors for chronic disease, social marketing campaigns targeting Aboriginal and Torres Strait Islander peoples and comprising both national and local community activity are being developed and implemented from 2010 to 2013. To guide the development of these communication activities, the Department commissioned extensive market research with local community members and health professionals in 23 metropolitan, regional and remote Aboriginal and Torres Strait Islander communities around Australia.

The market research provided a detailed understanding of people’s current awareness, knowledge and attitudes in relation to healthy lifestyle behaviours, including the use of health services for preventing and treating chronic disease. Key barriers and motivators associated with reducing chronic disease risks factors were also identified, together with people’s communication preferences.

You can view the final reports of these research findings by clicking on the following links:

Developmental Research Report: National Action to Reduce Indigenous Smoking Rates Social Marketing Campaign (PDF 857 KB)

Developmental Research Report: Local Indigenous Community Campaigns to Promote BetterHealth Social Marketing Campaign (PDF 771 KB)


Attracting more people to work in Indigenous health

As part of the ICDP measure to encourage more people to work in Indigenous health, a marketing campaign is being developed and implemented from 2010 to 2013. The campaign has two main elements – advertising and promotional activity targeting Aboriginal and Torres Strait Islander secondary students; and public relations activity targeting existing health professionals and students, encouraging them to think about the ways they might contribute to roles in the Aboriginal health sector.

To inform the advertising component, the Department commissioned extensive market research with 520 students and key influencers in secondary schools in 18 metropolitan, regional and remote communities. This qualitative market research has provided valuable insights into Indigenous students’ levels of knowledge and interest in pursuing health-related careers, and has highlighted the barriers, motivators and potential supports for educational and vocational pathways into the health sector. Students’ communication preferences were also identified.

You can view the final report of these market research findings by clicking on the following link:

Developmental Research Report: Attracting More Aboriginal and Torres Strait Islander Secondary Students to Work in Health (PDF 1147 KB)

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