ABSTRACT
Based on the research completed for the first two chapters of this book, this chapter uses a strategic communication and social marketing approach to advance prescriptions for how governments and other institutions should communicate with immigrant audiences about issues such as health care. Grounded in additional interview and focus group data at consulates and other community organizations, we tested materials and strategies with segmented Mexican immigrants across New York City to build insights about the behaviors, barriers, identities, framing, and more that health care and similar campaigns should use to drive action. We also examined the media use of priority audiences in areas such as television consumption and Internet and social media use, as well as findings from community leaders’ opinions about the skepticism, ambivalence, and vulnerabilities of immigrants when it comes to promoting programs and policies such as SP. Following calls in the literature to continue developing culturally relevant campaigns and materials in health care with immigrant populations, this chapter offers lessons from the SP project that are adaptable for other government and nonprofit initiatives around the world.
