It is two years until the next UK census but in the intervening years since the last survey was carried out in 2001, Britain's ethnic minority landscape has evolved significantly.
But according to COI Cultural Diversity, a division set up to provide best practice advice across government on how to reach culturally diverse audiences, research suggests that mainstream communications are still not effectively engaging with ethnic minorities.
"Understanding the communication needs of these communities and knowing how to engage them is imperative for successful public information campaigns," the group says. "Translating into multiple languages is not the answer to effective engagement."
"It should be part of the communications planning process," says Patricia Macauley, head of cultural diversity at COI. "Government has a responsibility to speak to the community at large and should be considering all their audiences. In some instances culture or faith doesn't make much difference, but in others - health issues especially – there are big differences."
Take the Change4Life campaign that aims to tackle the worrying rise in obesity in Britain for example. According to Macauley, focus groups showed minority ethnic groups didn't see themselves as a target audience.
"Statistics show that Bangladeshi, Pakistani and Nigerian groups, for example, are most at risk of being obese, suffering diabetes, stroke and coronary heart disease. We have to understand different cultural practices, attitudes and behaviours and how they perceive diet. For example, the thought process that 'big is beautiful' and its association with status, wealth and achievement. How do we overcome these and communicate the long-term effects from living this lifestyle?"
A branch of the campaign, using the same creative brand but with tailored messages aimed at BME groups launches in the new year.
"Nine out of 10 children in 2050 will be obese. With this campaign we want them to think that's me, that's my family," Macauley adds.
According to 2006 projections from the Office for National Statistics (ONS), ethnic minority groups now make up around 13% of the population in England, and more than 30% in London. ONS figures also estimate that migration to the UK is likely to account for over two-thirds of Britain's projected population increase in 2011.
As the make-up of the British community changes and evolves, government, too, will need to react and respond to these new audiences. One change is to design campaigns that take ethnic minority groups into account from the very start of the planning process. Another is to avoid a 'one-size-fits-all' approach – believing that BME groups "think, act and behave the same way."
The strategy for one Defra BME campaign aimed at raising awareness of the regulations surrounding personal food imports and reducing the number of seizures made at UK borders, has continually been adapted, recognising that target audiences can change significantly. In this case from West African and Indian groups in 2004-6 to Chinese groups in 2008.
Changes in programming
There are signs that organisations in both the private and public sectors are thinking more seriously about ethnic minority audiences. It was recently reported that managers at BBC Radio 4 were preparing changes to programming to address the serious lack of black and Asian listeners after criticism it was "too white." Plans include a documentary on the rise of "multi-cultural London English."
The challenge for government, the COI says, will be to keep account of changing patterns and look ahead to emerging and significant audiences of the future.
Young people for example. According to ONS estimates, over 37% of adults aged 20-29 are currently from an ethnic minority background.
"Government is in danger of not communicating with these audiences – what it does now affects how these audiences think in future," says Macauley. "Young people are often thought to be assimilated with the mainstream but with friends and family it's different. From a communications point of view, they tend to dip in and dip out."
A huge rise in specialist media created for young people from BME groups, from magazines to radio stations, are outlets that could be better utilised.
"Government has been relying on the 2001 census but these figures are no more reflective of society. Ahead of the next census, now is a key time to think more about these audiences - they aren't going away."
From Bubb's Blog
From Whitehall Watch
