Social marketing research to prevent unintentional injury to Aboriginal children

Social marketing research to prevent unintentional injury to Aboriginal children

NSW Ministry of Health
Duration: July 2016 – December 2017


In March 2015, CHSD responded to an expression of interest from NSW Ministry of Health for research proposals which either inform paediatric injury prevention or inform health service provision for paediatric injury. Funding was received to undertake research to develop a set of guidelines for policy and practice for the prevention of unintentional injury to Aboriginal children and young people. The research involved a literature review, stakeholder interviews and focus group discussions and explored the knowledge, attitudes and perceptions of risk of injury to Aboriginal children from the perspectives of Aboriginal people. It resulted in a set of guidelines which identified key injury prevention messages from experts and identified Aboriginal community preferences including: flexibly delivered educational components, utilisation of social media, allowing children to explore and learn for themselves, and using positive strength based messaging. This research is being used to inform the social marketing campaign which is currently underway.

What we did

We drew from our existing collaboration with experts in the field of injury research (The George Institute for Global Health), non-government organisations with a focus on child injury prevention (Kidsafe NSW and the Sydney Children’s Hospitals Network) and the Aboriginal Community Controlled Health Sector. The project utilises social media to share safety messages, and develop e-learning experiences based on injury issues for children from birth to five years e.g. falls, burns, drowning, poisonings, and the promotion of home safety devices. Information will be delivered via online platforms including Facebook and the Kidsafe website; the initial target group for the project are social media participants who are parents or carers of Aboriginal children under five years and are active Facebook users.

The project involves the research team working closely with one Aboriginal organisation as a pilot site. The project will employ culturally safe action research methodologies that engage local Aboriginal communities, elders, and women in the design, delivery and evaluation of the activities.

Using an action research framework, women will be engaged who attend existing groups, for example ‘Mums and Bubs’ or other health promotion groups offered by the pilot organisation. After a series of initial training workshops, the women will be engaged to assist in the development of culturally appropriate messages and supported to promote child safety messages to the broader Aboriginal community using online media. The project will use a process and impact evaluation with the development of a logic model and evaluation framework. The long term benefit of this research at the population level is the reduction of the prevalence of child injuries within the Aboriginal community.

Last reviewed: 22 March, 2017

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