Common Mistakes in Developing Culturally Appropriate Messages

Program developers and providers cannot avoid making some mistakes in working with diverse populations. Including representative from the target audience when developing and selecting messages and materials for campaigns reduces the likelihood of mistakes and possible damage to relationships with the community.

The following are a few common missteps:

• Assuming that conventional wisdom, published research studies or common knowledge will hold true for minority audiences
• Using only print materials. Audiovisual or interpersonal communication may be more successful for some audiences
• Ignoring variances and diversity within a racial or ethnic group
• Assuming that the use of targeted media will automatically make a message acceptable to the target audience
• Trying to target a single message to an audience that is too diverse
• Using terms or language that are offensive to the target group
• Assuming that selecting a spokesperson from the target group, such as a popular athlete or entertainer, will turn a general market message into a targeted message
• Not making revisions as necessary, based on audience reactions and results
• Literally translating written materials without considering the cultural interpretation
• Assuming all older people are heterosexual just because they have not publicly identified themselves otherwise
• Assuming that a gay man's health issues revolve around sexuality, sexually transmitted diseases, or HIV/AIDS
• Concluding that all LGBT people do not publicly identify their sexual orientation or identity and wish to stay "in the closet"
• Associating a person's appearance with his or her gender identity (internal sense of being male or female)
• Believing that all older people live in monogamous relationships, are celibate, or both