As service providers, we often find ourselves navigating complex conversations around health, particularly when working with communities where culture, tradition, and lived experience shape how information is received.
At a recent Value-Based Messaging training, one line sparked a lot of reflection:
“We’re not trying to change your culture – we’re building on it.”
It’s a simple but powerful mindset shift. Rather than approaching health education as something we “deliver” to communities, this approach invites us to collaborate, and align our messages with cultural values that already exist and are deeply respected.
For example, when supporting conversations around topics like reproductive health, mental wellbeing, or chronic disease prevention, leading with empathy and cultural awareness is essential. If we take the time to understand what matters most to a community, whether that’s family, spirituality, dignity, or connection, we can frame our messaging in ways that feel relevant and respectful, not confrontational. When we lead with empathy and cultural awareness, we open doors.
This approach doesn’t water down important health information, but strengthens it. Because when our work is grounded in cultural respect, our messages are more likely to be heard, trusted, and acted upon.
Ultimately, our role isn’t to challenge culture, but to honour it while supporting informed decision-making. When we position ourselves as partners rather than experts, we build trust, and that’s the foundation for any real, sustainable change. Because at the end of the day, health equity isn’t just about access – it’s about approach. And the most powerful approach is one that meets people where they are, with deep respect for who they are.
Written by Eudia Kipsuto, Community Engagement and Projects Officer in CEH’s Multicultural Health & Support Service (MHSS)