Targeting Messages (Cont'd)

Variations Within Cultural Groups

Messages and materials must also respect the variations within cultural groups.

• Racial and ethnic groups are not monolithic
• People within any racial, ethnic, national or religious group are not homogeneous, even though they may hold many cultural beliefs, practices and institutions in common
• Some of the major areas of difference within groups include:
  • Educational level/literacy
  • Occupation/role in the family
  • Income
  • Citizenship, immigrant, or refugee status
  • Adherence to folk customs and beliefs
  • Age
  • Gender
  • Sexual orientation
  • Geographic area
  • Presence or lack of disabling condition
  • Health status
  • Preferred language