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BUSH TV - INDIGENOUS COMMUNITY BASED SOCIAL MARKETING MODEL
BUSH TV'S approach to community social marketing and engagement for effective media and communication strategies in Australia's Indigenous communities.
"It is important to find out the desires and aspirations of community members in relation to capacity building. Before engaging with any community, government officials have a responsibility to understand the community's capacity for engagement in terms of skills, knowledge, resources and infrastructure. It is a common assumption that communities have the ability to respond to engagementin a specific way when, in fact, the community may lack the time, interest, confidence, skills or other resources to engage. If the community is interested in a particular engagement topic, taking time to build the level of capacity within a community through the provision of information or other resources can significantly increase the success of an engagement initiative. Improved community engagement highlights the need for ongoing support for Aboriginal and Torres Strait Islander Queenslanders. Engagement activities with communities should incorporate capacity development for community participants. Effective engagement can bring new levels of experience and expertise for community participants involved in the engagement process in adynamic, cost-effective and integrated way." (Engaging Indigenous Queenslanders 2005 Qld Govt)
BUSH TV has adapted and developed an Indigenous specific Social Marketing model designed to support and encourage desired and positive social behavioural change in Australia's various Indigenous communities.
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