For the second phase of the Complain for Change campaign the focus was aimed at South Asian and Muslim women. After researching various ethnic groups it was seen that South Asian and Muslim women's voices were less likely to be heard because they are less likely to complain about their NHS treatment than white British women. Focus groups with South Asian and Muslim women revealed that much of this reluctance to complain is because some fear that they will face repercussions. South Asian and Muslim women who complained to the NHS told us they were made to feel ‘inferior’ and that they ‘were in the wrong for complaining’.
As part of an outreach campaign launched in September, working in conjunction with the marketing team I re-designed and developed the specific campaign leaflets for this particular group which then got translated into five different south Asian languages – Hindi, Bengali, Gujarati, Punjabi and Urdu. Over 25,000 of these leaflets were distributed explaining how to complain about NHS treatment. Alongside the leaflets I also designed and developed promotional posters, which again were translated into the languages as mentioned before. More than 5,000 posters were sent to advocacy groups in the five cities that have a high proportion of South Asian residents. These are Birmingham, Bradford, Leicester, Manchester and the two London boroughs of Tower Hamlets and Newham.
I was also involved in advising and supporting the marketing team in developing A television advert in Hindi encouraging south Asian women to complain. This was shown on a cable channel seen by 1.3 million viewers, for two months.
