Engaging indigenous youth via social media

Guest Post by Rachel De Sain (@rdesain)

Rachel, through her own consulting business (Flaxworks), brings her valuable ideas on  consumer facing strategy and marketing skills to support healthcare industry and government  to improve the delivery of health-care through the utilisation of technology.

Rachel De Sain

“…is passionate about the opportunities new technology brings in enabling us to move from a “Find and Fix” to a “Predict and Prevent” model of health-care delivery – improving quality of life for patients and reducing cost of care for government and care providers.”

Recently I had the unique pleasure of being part of team to visit Cape York and meet with health professionals and community to look at how technology can play a role in improving health outcomes in the Cape.

I had never been to this beautiful part of Australia before and although a little apprehensive about the small plane, was soon blown away by the landscape of awesome colours, rivers snaking through rich red soil and eucalyptus forests.

Having a small 8 seater plane instead of a car was interesting, but enabled me to experience first hand the so-called ‘tyranny’ of distance, and the struggle many of these communities face in getting access to services, including of course health.

Technology is slowly infiltrating the Cape, with teenagers being the first to jump on board with a 80-90% penetration rate of mobile ownership amongst 14-20 year olds (these figures are from asking the community health workers, versus any hard data from Carriers) with the primary payment model being prepay and running out of credit being a key issue for many. Diva Chat being free for users to post messages on regardless of credit was a main attraction.

Diva Chat was widely known and used by many of the youth community. There were mixed reactions by older community members as to the effectiveness of this as a communication tool for youth, particularly police and some health workers who stated that they hated the service, they felt that it led to a lot of bullying and had acted as an ignition to an already fragile community where multiple families/clans have been displaced, have little to do and as such fights erupt easily.

One community had no issues and this was where I saw a strong elder group who still had the respect and support of the community who had stepped in and “nipped it in the bud” so to speak.

I think the anonymity of the net and ease of which people can create fake profiles or in other people’s names and that those who would usually deal out the punishment are not tech savvy so do not know how to use these services increase the risks of cyber bullying in these communities.

Given now that people must register details for a prepay there should be easier collaboration between Telstra and the communities to find the culprits and involve the community in what sort of punishment there should be and in turn show that this sort of behavior is not tolerated – the same as you would see if kids were caught bullying in the playground.

I do not believe we will totally stamp out bullying, I wish we could, but kids will repeat the behaviors they see and I believe there is some element of growing up and testing the boundaries and learning what is an isnt’ acceptable.

Recently I worked with NEHTA to set up the Youth eHealth Forum 2011 where we brought together young representatives from various health professional and consumer health groups to talk about the changes happening and in particular the launch of the PCEHR.

When asked how young people use social media for health there was as can be expected with any demographic a variety of responses, and highlights again how dangerous it can be to lump people in the same behavior patterns just because they are “young” or “old”. I have 16 year olds who hate facebook and 90 year olds who don’t’ leave home without their iPAD. Some people felt that Facebook and social media were for their personal lives and they didn’t want this to be “polluted” by messages from government or health professionals, however others felt this was a great way to be able to have a conversation with others about health issues such as support for quitting smoking or taking up a new exercise plan.

I do believe there is a place for Diva Chat, and other social media engagement strategies in the eHealth conversation with consumers.  But with all social media or digital communication if you want to use this for health messaging – which I do, you need to look at how it weaves into your overall consumer engagement and communication strategy. You need to treat social media like a conversation between people on the street – you don’t’ barge in, you wait to be invited and you talk their language WITH them not AT them.