Table 4 Recruitment material guidelines for African Americans and Latinos using cultural targeting strategies
Guideline | Application of Guideline(s) | Cultural Area Addressed |
|---|---|---|
Use materials inclusive of diverse populations Identify multiple forms of media used the targeted population(s) | -Develop or culturally tailor materials to appeal to targeted populations -Consult members of the target audience to design and/or culturally tailor materials -Provide information in the language of the targeted population -Use diverse forms of media (e.g., print, mass media, digital) based on the local context -Use media sources that reflect socio-cultural standards of targeted population | -Socio-cultural -Socio-cultural/ Peripheral/ Linguistics/Constituent Involving -Social-cultural/Linguistics -Peripheral/ Linguistics -Socio-cultural |
Build relationships and show yourself trustworthy | -Offer a phone number for potential participants to call to learn more about the study -Make members of the research team available to the community (e.g., conduct educational sessions, attend community gatherings) -Employ staff who are experienced and/or trained in engaging diverse ethnic/racial groups -Use family-centered recruitment materials and practices -Provide information in the language of the targeted population -Invest time to build personal connections with communities -Personalize recruitment materials by addressing them to the potential participant | -N/A -Socio-cultural -Socio-cultural -Socio-cultural -Socio-cultural/Linguistics -Socio-cultural -Socio-cultural |
Align messaging with motivations for study participation | -Appeal to altruistic principles (e.g., describe benefits to society, family members, and the community) -Provide general information about health risks rather than information about disparities specific to the target population -State that everyone is valuable for research | -Socio-cultural -Evidential -Linguistics |
Specify incentives for study participation | -Explain incentives and responsibilities -Provide information about non-monetary incentives (e.g., return of results, learning about the disease) -Pragmatically calculate monetary incentives (e.g., transportation costs, time off work) | -Linguistics -Evidential -N/A |
Take material to community locations used by the targeted populations | -Go door-to-door and place recruitment materials -Place materials in locations that are easy access and community transited (e.g., supermarket, church) -Do community outreach by providing materials in places targeted audiences convene | -N/A -N/A -N/A |
African Americans Only | ||
Use preferred terminology of the targeted population | -Avoid using terms with a negative connotation such as “disease” -Use inviting words such as “learn” instead of “join” -Include humor to reach younger people | -Linguistics -Linguistics -Linguistics |
Use visuals recognized by the targeted population | -Show a clear and recognizable logo of academic institutions | -Peripheral |
Address informational needs specific to the targeted population Specify incentives for study participation | -Include a call to action -Reassure confidentiality -Clearly state potential risks and benefits -Clearly describe incentives to weigh risks and benefits of study participation | -Linguistics -Linguistics -Evidential / Linguistics -Linguistics |
Latinos Only | ||
Use visuals recognized by the targeted population | -Use images related to medicine or scientists -Use images of research participants and their testimonials -Use sensationalized images (e.g., smoking ads) -Include animation (where applicable) | -Peripheral -Peripheral -Peripheral -Peripheral |
Use preferred terminology of the targeted population | -Make the messaging more targeted to “YOU” (i.e., use second person when referring to the potential participant) -Put the disease as the first word on material to motivate participation | -Linguistics -Linguistics |
Address informational needs specific to the targeted population | -Provide QR code for study website -Include information about risks of participation to instill confidence to participate -Include statistics about the diseases -Indicate costs to participate in clinical trial -Include information about the research organization and its supporting organizations, if applicable | -Peripheral -Linguistics -Linguistics -Linguistics -Linguistics |