Communicating to Ethnic communities continues to rise in significance year on year. It is estimated that by 2012, 51 per cent of the London population will be from an ethnic minority – and Eastern Europeans will account for a significant chunk of this. Ethnic communities tend to reside in major metropolitan areas, and Leicester is set to become the first major urban area in the UK with a non-white ethnic majority.
Ethnic communities are not only increasing in size but also wealth; they positively contribute to the UK economy, culture and lifestyle.
The framework – worth approximately £3 million per annum – was established in 2004 following COI’s Common Good Research into communicating with ethnic minorities. It aimed to increase effectiveness of government campaigns, tailoring communications taking account of citizens’ cultural nuances. Since being on the roster, Media Reach has pitched and won numerous accounts including, Job Centre Plus, HM Revenue & Customs, NHS, The department for children, schools and families (DCSF) and The Department of Business Enterprise & Regulatory Reform (BERR).
Saad Saraf, CEO of Media Reach says, “It is vital for government departments to communicate effectively to the richly diverse communities that reside in the UK. Therefore, it is imperative to have specialist agencies that have the knowledge, understanding and experience within this field – this framework ensures that this happens. We have made it our business to understand the communities we serve and deliver results – we are delighted to be on the COI’s Cultural Diversity Framework once again”.
Patricia Macauley, Head of Cultural Diversity, who led the review of the framework, comments on the need to widen its remit:
“The UK’s demographics have changed significantly since the framework was established. The government and public sector needs to communicate with emerging new communities and faces an increasing challenge to engage a diverse range of audiences.
“I am confident that the agencies and suppliers we’ve chosen have valuable insight into these culturally diverse audiences and look forward to working with them in the future.”