Copywriting: Spreading the health promotion message to ethnic communities

NHS: Bradford Health Authority

Having assisted Bradford Health Authority to develop its minor illness health promotion programme to ethnic communities in Bradford's inner city the new task to help put a slide presentation together for the authority in response to the project being shortlisted for a prestigious Health Information Award sponsored by BUPA.

The presentation highlighted and summarised the successful research findings that showed that Bradford's education campaign built around the What should I do? booklet and its related ethnic language leaflets had been highly successful.

Retention rates of the booklet and leaflets were very high at 75 percent and resulted in fewer inappropriate GP consultations within the ethnic communities.

The language leaflets included: Gujarati, Punjabi, Hindu, Bengali and Urdu.

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