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“We commissioned ETHNOS to pre-test promotional materials and to evaluate a complex public health campaign targeted at the Muslim population in London. Because of their in-depth knowledge of the Muslim community and extensive networks, they were able to access a range of community members in their own languages and in culturally sensitive ways. They used innovative research methods and strategies to deliver a thoughtful evaluation with clear recommendations.”

Judith Watt
Head of Programme
NHS Executive – London

THE DEPARTMENT OF HEALTH AND COI

Evaluation of a national media campaign on tobacco use amongst South Asians

The Department of Health launched a national tobacco education campaign targeting the three main South Asian communities in England. This was the very first national campaign to explicitly focus on these communities in order to raise awareness and knowledge of the health risks associated with tobacco use and to assist tobacco users in their attempt to give up. The campaign involved TV and radio adverts on South Asian channels, press advertisement, as well as posters and information booklets.

The Central Office of Information commissioned ETHNOS to evaluate the campaign. We designed a comprehensive evaluation which involved interviews and focus groups with health professionals, community workers, as well as South Asian tobacco users, in order to assess their knowledge and views about the campaign. The research took place in three areas: Bradford (Pakistanis), Birmingham/Leicester (Indians), and Tower Hamlets in London (Bangladeshis).

The research provided the Department of Health with detailed information on:

• the extent to which the campaign had raised awareness of the health risks associated with tobacco use (smoking and chewing)
• the extent to which the campaign had motivated tobacco users to change their habits
• the impact of the campaign on awareness, usage and attitudes towards the NHS Asian tobacco helpline
• the extent to which the campaign had raised awareness and usage of local support services
• recommendations to improve future campaigns

BIRMINGHAM HEALTH AND WELLBEING PARTNERSHIP

Evaluation of "Increasing Male Life Expectancy Programme"

Men living in the most deprived areas of Birmingham have an average life expectancy some four years below the national average. Furthermore, the gap between the city and national average is not closing. GHK and ETHNOS were asked to undertake a formative evaluation of the Neighbourhood Renewal Fund programme established to address this problem. The evaluation used an action research approach and examined effects at strategic, programme and individual levels. A wide range of methods were employed by the evaluation, including: community consultations, logic models, a quantitative baseline, in-depth project evaluations, and workshops to feedback and learn from the results of the research. The results of the evaluation were used to support the mainstreaming of some of the approaches used by the NRF programme.

BIRMINGHAM HEALTH AND WELLBEING PARTNERSHIP

Evaluation of "Reducing Infant Mortality Programme"

The infant mortality rate in Birmingham has increased in recent years, against a background of falling rates nationally and regionally. GHK and ETHNOS were jointly commissioned to carry out an evaluation of the Neighbourhood Renewal Fund Programme established to address the issue of rising infant mortality in Birmingham. The evaluation was based on an action research approach and examined effects at strategic, programme and individual levels. A wide range of methods were employed, including: community consultations, logic models, a quantitative baseline, in-depth project evaluations, and workshops to feedback and learn from the results of the research.

NHS EXECUTIVE LONDON

Evaluation of a London-wide smoking cessation campaign for the Muslim community

Smoking rates amongst Muslim men are very high. The National Health Service Executive for London conducted a London-wide campaign to curb smoking amongst Muslims. ETHNOS was commissioned to evaluate the overall campaign. We employed a range of techniques to understand how
well the messages of the campaign were received by the target populations:

• a postal survey of all London mosques to assess their awareness and opinions of the campaign
• an audit of promotional and educational activities carried out by campaign personnel
• a call audit analysis of Pakistani, Bangladeshi and Turkish smokers helplines during Ramadan
• in-depth interviews with Imams and Directors of Mosques
• in-depth interviews with campaign organisers
• focus groups with Muslim smokers from different minority ethnic communities

The survey of mosques indicated the level of support for the campaign, people’s views of the materials and their willingness to support and participate in activities. The audit of promotional and educational activities detailed exactly the work performed by campaign personnel and the audience they reached, and the relative success of specific activities. The call audit assessed the effectiveness of the media campaign in generating awareness of the campaign and in stimulating calls to Asian telephone helplines. It also yielded a socio-demographic profile of the callers and an account of the key issues raised during their communication with helpline personnel. The evaluation showed the effectiveness of the promotional material in generating awareness of the campaign and in stimulating calls to the different helplines, and the relative impact made by the different media in encouraging smoking cessation. The evaluation led to recommendations on a range of organisational matters.

NHS SICKLE CELL AND THALASSAEMIA SCREENING PROGRAMME

Evaluation of the Family Origin Questionnaire

The NHS Sickle Cell & Thalassaemia (SC&T) Screening Programme aims to offer effective and appropriate antenatal and neonatal screening programmes for haemoglobinopathy and sickle cell disease. These conditions are disproportionately found amongst people from black and minority ethnic backgrounds.

The NHS SC&T Screening Programme commissioned ETHNOS to a “Family Origin Questionnaire" used to identify parents who are in high risk groups for being a carrier for SC&T. The evaluation involved a range of health professionals (midwives, antenatal care coordinators, consultant haematologists and biomedical scientists) to find out how to improve both the questionnaire itself and its administration ahead of the implementation of the Screening Programme nationally. The research identified issues with the layout, presentation, content and administration of
the FOQ. It also identified organisational factors likely to impact on the success of the Programme. The research report was published and distributed nationally.

Full research report

TRANSPORT FOR LONDON

Evaluation of community engagement projects to reduce ethnic inequalities in road traffic injury

Black child pedestrians are almost three times more likely to be injured or killed on the roads than their peers. As part of a wider programme of work to tackle these inequalities, Transport for London commissioned ETHNOS to:

• analyse statistical evidence on ethnic and economic inequalities
• review the literature on community engagement
• produce guidelines on community engagement to reduce inequalities in road traffic injuries
• evaluate seven pilot community engagement projects to reduce road traffic injury inequalities
• devise a comprehensive training programme on community engagement for road safety professionals

Full research report

LONDON BOROUGH OF NEWHAM

Evaluation of the Neighbourhood Renewal Fund employment-related projects

This evaluation looked at four from a total of 17 NRF-funded employment schemes in Newham. Using a qualitative methodology, it compared the experiences and outcomes of a control group of workless respondents with those of a group of respondents participating in one of four different NRF schemes (Kennedy Scott, Groundwork, First Call and ELITE). Respondents were interviewed in three different waves during 2007 and 2008. The study identified the main reasons for worklessness among participants, their motivation for joining the schemes, the difficulties they encountered in joining the schemes, their overall satisfaction with the schemes, and the unmet needs they still had on completion of the scheme. The evaluation examined the expectations and the outcomes of the schemes for beneficiaries, using a number of indicators, such as the number of
participants in employment at the end of wave 3, and performance on indices of mental health and social capital.

NATIONAL POLICE IMPROVEMENT AGENCY

Evaluation of race equality training

The National Policing Improvement Agency held race equality training as part of its Strategic Command Course. ETHNOS was commissioned to evaluate the training to identify the learning gained by participants, the strengths and weaknesses of the course, and to make recommendations about the future development of the course.

We used participant observation techniques during the course, supplemented with a postal survey of all course participants. The evaluation identified the key strengths and weaknesses of the course as perceived by the participants and by independent observers.