Developing and Delivering targeted SARS-CoV-2(COVID-19) health interventions to Black, Asian and Minority Ethnic (BAME) communities living in the UK

COVID-19 pandemic appears to cruelly discriminate, inflicting a disproportionate burden of illness and death across Black and South Asian communities. There are concerns that unless targeted interventions are delivered the current pandemic will only serve to magnify existing social inequalities experienced by UK BAME communities. The research team has extensive experience in co-producing digital interventions to assist BAME communities to navigate barriers and gain equal access to care. The current project aims to (a) design culturally specific health messages for Black and South Asian groups and (b) deliver these messages through specific trusted communication channels, in order to have the needed impact on behaviour change and reduce COVID-19 risk, targeting the following: risk and susceptibility, proximity and social distancing and infection control, highlighted by our public and patient involvement. With the support of the local and regional BAME community groups, knowledge champions (community and faith leaders) and knowledge advocates (from public health and allied health professionals), we will co-produce key written/visual documents, short films up to 2 minutes (mainly for smart phone viewing) and mobile apps. The specific content of the messages will be a combination of public health advice and targeted, salient and culturally appropriate messages. We will evaluate the efficacy of our interventions. We will disseminate, share information and experience gained in a rapid and timely manner to support the behavioural change to mitigate the risk of infection by engaging with stakeholders, community leaders, policy makers, including NHS England and PHE.