OATSIH Publications

Indigenous ear health: Developmental market research to inform indigenous social marketing campaigns

As part of the Improving Eye and Ear Health Services for Indigenous Australians for Better Education and Employment Outcomes measure, social marketing activities targeting Aboriginal and Torres Strait Islander peoples are being developed and implemented from 2010 to 2013 to help promote ear and hearing health.

To guide the strategic development of these communication activities, the Department commissioned extensive market research with community members caring for young children, elders, local health workers, ear specialists and school staff in 14 metropolitan, regional and remote communities around Australia. Key ear and hearing policy stakeholders were also consulted, following a review of current ear health promotion literature.

This qualitative market research has provided a detailed understanding of people’s current awareness, knowledge and attitudes in relation to ear and hearing health. Key barriers and motivators associated with reducing ear disease were also identified, together with people’s communication preferences.

You can view the final report of these market research findings and the implications for Indigenous ear health communications by clicking on the following link:

PDF printable version of the report: Developmental Market Research to Inform Indigenous Ear Health Social Marketing Initiatives (PDF 839 KB)

A HTML version: Developmental Market Research to Inform Indigenous Ear Health Social Marketing Initiatives

For more information relating to these publications, or if you have difficulties downloading, please email OATSIH Enquiries or phone 02 6289 5291