A mixed method evaluation of a novel targeted health messaging intervention to promote COVID-19 protective behaviours and vaccination among Black and South Asian communities living in the UK (The COBHAM study)

Sutton, Dr Katie, Armes, Professor Jo, Forbes, Professor Lindsay, Mohamed, Amran, Shafi, Shuja, Mustafa, Reham, Shah, S, Hayward, Andrew, Pirani, Tasneem, Vandrevala, Tushna, Hendy, Jane, Dar, Osman, Asaria, Miqdad ORCID: 0000-0002-3538-4417, Zumla, Alimuddin and Ala, Aftab (2025) A mixed method evaluation of a novel targeted health messaging intervention to promote COVID-19 protective behaviours and vaccination among Black and South Asian communities living in the UK (The COBHAM study). Clinical Medicine. ISSN 1470-2118 (In Press)

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Identification Number: 10.1016/j.clinme.2025.100285

Abstract

Aim To evaluate an intervention (a film and electronic leaflet) disseminated via text message by general practices to promote COVID-19 preventative behaviours in Black and South Asian communities. Methods We carried out a before-and-after questionnaire study of attitudes to and implementation of COVID-19 preventative behaviours and qualitative interviews about the intervention with people registered with 26 general practices in England who identified as Black or South Asian. Results In the 108 people who completed both questionnaires, we found no significant change in attitudes to and implementation of COVID-19 preventative behaviours, although power was too low to detect significant effects. A key qualitative finding was that participants felt they did not ‘belong’ to the group targeted by the intervention. Conclusion Interventions targeting ethnic minorities in the UK need to acknowledge the heterogeneity of experience and circumstances of the target group so that people feel that the intervention is relevant to the

Item Type:	Article
Divisions:	Health Policy
Subjects:	R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine H Social Sciences > HV Social pathology. Social and public welfare. Criminology H Social Sciences > HT Communities. Classes. Races
Date Deposited:	10 Feb 2025 15:06
Last Modified:	10 Feb 2025 15:06
URI:	http://eprints.lse.ac.uk/id/eprint/127225

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