The key messages were developed in response to our earlier research with the Pakistani origin community aged 40-65 in Bradford. The findings included:
- the need for consistent messages to be given to people with diabetes;
- the confusion for some people with diabetes about the difference between regular eye tests and diabetic retinopathy screening;
- a lack of understanding about what damage diabetes does to the eyes;
- a lack of knowledge that diabetes can cause blindness;
- a sense of fatalism or resignation.
Discussion by workshop participants centred on
- how much the messages should focus on eyes, rather than messages about diabetes as a whole;
- how hard hitting they should be; this, in the light of the research that showed that people who do attend DRS are motivated by not wanting to lose their sight;
- how to be visually creative about how the messages are presented;
- how many messages - from several through to a single message
- how to ensure the messages are persuasive and contain action that people can take for themselves.
As well as the workshop, two focus groups (one male, one female) were held with people with diabetes from the Pakistani origin community. The groups gave examples of when they had changed their behaviour in response to a health message. They told us:
- Diabetes can cause blindness.
- There are things that you can do to help save your sight.
- Go to all your appointments.
- Look after your blood it affects your eyes.
- Find out more….taking this action also helps your heart, kidneys and feet.