Cultural Sensitivity in Media and Messaging

Idea Engineering purposefully strives to produce campaigns and materials that exhibit a high degree of cultural sensitivity, reflective of our clients' intentions. We believe that doing so is not only the right thing to do, but that cultural relevance drives buy-in and engagement with our target populations, thus achieving our clients' strategic goals more effectively.

Such efforts are particularly important for historically underrepresented and underserved communities, who face higher barriers to accessing important information, resources, and services. For vulnerable populations such as these, it is essential to build a trusting relationship via culturally appropriate materials in order to establish effective communications.

Given that the efficacy and relevance of any particular messaging is not the same across all audiences, our policy is to customize and localize materials as much and as often as possible. To do so, our creative process takes into account diverse perspectives and includes various levels of review and approval with pertinent parties. We collect input and feedback in numerous ways, including input sessions with community members, conversations with stakeholders, plus internal discussions with our diverse and experienced staff and collaborators.

Addressing the goal of destigmatizing and increasing access to important information, resources, and services, the communications materials we create feature people of diverse backgrounds, cultures, ethnicities, gender identities, sexual orientations, ages, and abilities. We endeavor to produce materials in the languages and literacy levels that are appropriate for our target audiences. We want our audiences to experience the stories we tell as stories about themselves, not stories being told about other people, and thus allow them feel “on the inside” of the story, not viewing it from the outside. By this method, the audience connects to the message in a much more emotional and visceral way and is more likely to internalize the message than one delivered purely by way of intellectual reasoning.

Idea Engineering embraces and celebrates diversity, inclusivity, and equity. Our staff and leadership participate in regular cultural competence trainings and workshops covering topics such as implicit bias, cultural humility, health equity, and ethnic studies.