From the onset of COVID-19, Canada has been giving a tough fight against the virus. Despite various challenges, our government has been providing all kinds of support, including relief funds and resources to its citizens to cope. With the increasing speed of vaccination on the horizon, we can see brighter days ahead of us but the road to get here has not been an easy one.
In late 2020, statistics from Peel Region revealed alarmingly disproportionate COVID-19 cases in Mississauga and Brampton’s South Asian community. South Asians make up approximately 32% of the population in Peel, yet make up 59% of the positive COVID-19 cases [source]. Race and ethnicity are markers for other conditions that impact health — including socioeconomic status, access to healthcare, language barriers and increased exposure to the virus due to occupation (e.g., frontline or factory workers).
Unfortunately, the government’s one-size-fits-all communication strategy was not working for this community. There was an urgent need for communication that addressed the unique requirements of this community to provide direct and immediate support.
Indus Community Services joined hands with other local not-for-profit organizations serving the South Asian community and reached out to BTI Brand Innovations to develop a communication strategy. The customized approach was to reach the targeted audience, create awareness about the virus, burst myths associated with prevention and cures, and effectively communicate available resources.
Click here to read the case study on how Apna Health instantly became the go-to resource for community members to get information and help during these difficult times.