2:30pm - 3:30pm (CDT) | 4192.2 - Beyond translation: A practical guide to tailoring public health campaigns for diverse audiences

Session: Health access for populations with Limited English Proficiency (LEP) and communication strategies for cultural competencies I

Program: APHA Committee of Health Equity

Presenter: Hannah Mestel, MBA, MPH

Abstract

Introduction

Improved cultural and linguistic adaptation of health campaigns is vital for advancing health equity. Certain communities, including those with limited English proficiency (LEP), are more likely to experience limited health literacy and health disparities. The American Heart Association (AHA) is committed to addressing the health literacy gap, moving beyond basic translation to reach LEP populations. In partnership with the AHA, we developed a toolkit of best practices for adapting existing AHA English-language health campaigns to tailored, audience-specific versions.

Methods

A literature review was conducted to identify evidence-based practices for cultural and linguistic adaptation of health education campaigns. A draft toolkit of recommended practices was assembled based on the literature reviewed and internal AHA practices. Feedback on the adaptation toolkit from internal and external stakeholders was obtained via surveys and focus group sessions.

Findings

A toolkit was produced for AHA content creators to utilize to promote greater health equity when adapting existing public health campaigns for diverse audiences. The steps included identifying a target audience, assessing health literacy level of the audience, assessing reading literacy level of content, validating cultural and language translations and adapted content with the target audience, developing a topic-specific translation word bank, and ensuring representation through appropriate imagery. The toolkit also highlights the importance of choosing appropriate outreach channels for the specific target audience.

Conclusions

Providing content creators with a cultural and linguistic adaptation toolkit can enhance their ability to produce materials that improve health literacy and health outcomes.