Focus Groups Discussions:

CAHN successfully had FGD sessions on blood and organ donation across in French and Portuguese communities. Among the key themes and challenges include knowledge gaps about donation processes, limited health checks and misinformation, cultural and religious misconceptions, mistrust in the healthcare system, and barriers in access to healthcare services.

Recommendations from the FGD included improving donation uptake emphasising community outreach in local languages, collaborating with community and religious leaders, integrating donation education into school curriculums, and using media for targeted campaigns. The importance of culturally sensitive approaches, continuous education, community engagement, and recognising different age group perspectives was also highlighted.

The FGDs suggest that addressing these challenges through community-specific strategies and education is particularly important for promoting blood and organ donation awareness and participation.

A detailed report of the FGD sessions is attached to the appendix section.

Radio Campaign:

Partnering with local radio stations enhanced our outreach, particularly effective in communities with lower digital engagement.

We had a 34 second radio jingle played across various radio stations. The key message was:

 Are you the Giving Type?  

Did you know that by donating blood, you can be a lifeline for those fighting sickle cell disease?  It’s quick with just one session you can save up to three lives! 

Join the Caribbean and African Health Network in making a real difference!  

Donate blood and bring hope to those in need within our community. 

Call 07710 022382 or visit www.cahn.org.uk/blooddonor 

Audio of Jingle: DRAFT-Blood Donation Jingle.mp3

Timeframe: 2 months1 week per radio station

Social Media Campaigns:

We leveraged to reach a broader audience, these campaigns were extremely useful in spreading awareness and encouraging community discussions on donation.  We promoted the CAHN personalised link on our Newsletters, Facebook, LinkedIn and YouTube.

CAHN FLAGSHIP EVENTS.
our flagship events have become powerful platforms for promoting crucial messages related to blood and organ donation. Through large-scale gatherings and significant occasions such as the Windrush event, International Women’s Day event, and Gala Night, we have harnessed the opportunity to reach a wide and diverse audience.

At these events, we have taken steps to raise awareness about the importance of blood and organ donation. To achieve this, we have distributed informative flyers that conveyed impactful messages on the significance of contributing to these life-saving causes.

RELIGIOUS EVENTS

CAHN leveraged on strong partnerships with churches and mosques, particularly within African and Caribbean communities, as part of our efforts to promote the message of blood and organ donation. We actively engaged with specific churches and mosques, working closely with their leadership and congregations to raise awareness about the importance of becoming blood and organ donors. These collaborations serve as essential channels for disseminating information and encouraging individuals within these communities to consider donating blood and organs.

CHALLENGES ENCOUNTERED

1. The focus group discussion (FGD) for the Portuguese community in particular faced significant challenges due to IT-related issues, particularly regarding the availability of suitable devices for participants. This limitation caused a delay and impacted the coordination and execution of the FGD. To overcome this, a physical FGD was organised.

LEARNING:

• This experience underscores the importance of considering digital access and literacy in community-based health initiatives.
• It also highlights inequalities in digital resources, especially in linguistically and culturally diverse groups, necessitating flexible approaches to ensure inclusive participation.
• 2. Conducting focus group discussions (FGDs) in multiple languages was an  essential component of this project. However, this added complexity to the project, necessitating he availability of skilled facilitators (CAHN language experts) who could navigate cultural nuances and language barriers.

3. While radio partnerships were effective in reaching a wider audience, they lacked the interactive element crucial for deep engagement. This limited the ability to gauge immediate feedback and adjust strategies accordingly.

IMPACT

The project made significant strides in addressing blood and organ donation awareness. The project employed a blend of strategies like webinars, focus groups, radio collaborations, and social media outreach to effectively engage diverse communities in Greater Manchester. Key achievements include heightened awareness and understanding of donation processes, and a notable increase in organ register sign-ups.

The project navigated challenges such as IT barriers and cultural sensitivities, offering crucial insights for future health initiatives. This comprehensive approach not only fostered community dialogues but also contributed to reducing health disparities, setting a model for future campaigns.

Sustainability Plan includes:

1. Continuing community-centric approaches with tailored, culturally sensitive strategies.
2. Investing in digital literacy and access improvement, especially in older and underprivileged communities.
3. Developing multilingual communication resources to engage a broader audience.
4. Implementing regular feedback mechanisms to adapt strategies based on community responses.
5. Strengthening and expanding partnerships with local organizations and media for wider reach and impact.

Recommendations for Future Initiatives:

1. Continue Community-Centric Approaches: Maintain focus on community engagement through tailored, culturally sensitive strategies.
2. Making Blood donation sites easily accessible to the public eg: blood donation vans available at our flagship events.
3. Expand Digital Literacy and Access: Invest in initiatives that improve digital literacy, particularly in older and deprived communities.
4. Enhance Multilingual Communication: Further develop resources in multiple languages to reach a broader audience.
5. Regular Feedback Mechanisms: Implement continuous feedback loops to adapt strategies based on community response.
6. Sustain Partnerships and Collaborations: Strengthen and expand partnerships with local organisations and media outlets for wider reach and impact.

CONCLUSION

The NHSBT 2023 project, in partnership with the Caribbean and African Health Network, significantly advanced awareness and participation in blood and organ donation among Caribbean and African communities.

Through innovative methods like webinars, focus groups, and media collaborations, the project not only educated but also engaged these communities in critical health conversations. This initiative not only bridged gaps in knowledge and understanding but also fostered a sense of communal responsibility towards donation, contributing to public health improvement and equity. The project’s success sets a strong foundation for future endeavours in health education and community engagement.

APPENDIX

FGD Report in both French and Portuguese languages