# A mixed-methods 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)

## TL;DR

This study evaluated a health messaging intervention for Black and South Asian communities in the UK to promote COVID-19 behaviors and found that participants felt the intervention was not tailored to them.

## Contribution

The study highlights the importance of acknowledging diversity within ethnic minority groups in health interventions.

## Key findings

- No significant change in attitudes or behaviors was observed in the intervention group.
- Participants felt the intervention did not target their specific experiences.
- Interventions must avoid othering to build trust and relevance among diverse communities.

## Abstract

•Some participants did not feel that the intervention was targeted at them, highlighting the heterogeneity of the ethnic minority experience.•Future health promotion interventions need to acknowledge the diversity of minority ethnic communities.•The content of health promoting interventions needs to address different ways of changing behaviour that might be effective in different subgroups.•Health promotion interventions must avoid othering to build trust.•Our evidence can inform the design of future interventions to promote preventative behaviours in relation to communicable disease control in people from ethnic minorities living in the UK.

Some participants did not feel that the intervention was targeted at them, highlighting the heterogeneity of the ethnic minority experience.

Future health promotion interventions need to acknowledge the diversity of minority ethnic communities.

The content of health promoting interventions needs to address different ways of changing behaviour that might be effective in different subgroups.

Health promotion interventions must avoid othering to build trust.

Our evidence can inform the design of future interventions to promote preventative behaviours in relation to communicable disease control in people from ethnic minorities living in the UK.

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.

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.

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.

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 them.