COI initiative to improve minority reach

Peter Simpson 28-Nov-03

The COI has new target groups in response to the UK's changing demographics.

The UK’s ever-changing demographics are to be recognised by a newly created COI Communications initiative.

The Inclusivity Consultancy has a brief to boost communications between Whitehall and the growing number of ‘hard-to-reach’ minority and margin-alised communities in the UK.

‘We have a moral incentive to stop playing catch-up with the constant change in the country’s demographics,’ said head of consultancy Sean Larkins, who will lead a team of eight.

Target groups include ethnic minorities, the elderly and socially excluded groups, such as people with limited language and literacy skills.

‘This is a wide-reaching project that looks at languages spoken or read, and preferred methods of communication, as well as social exclusion. Traditional above-the-line advertising does not work for many of these groups,’ said Larkins, who reports to COI director of consultancy Andrew Wade.

Larkins is tasked with creating a language and literacy map of the UK by the end of the year. ‘The map will show the size and range of non-English-speaking communities across Britain and where they live,’ he added.

Communications will centre on education, health, benefits and employment issues, as well as recognising audience fragmentation together with media fragmentation to help form campaigns.

He said external PR agencies may be drawn from a newly created roster of marketing communications agencies.

The government procurement department is looking for agencies with experience in communicating with communities from India, Pakistan, Bangladesh, Africa, China and the Caribbean.

‘Certainly within the next six months, we will be reviewing the need for external agency support. I also expect staff numbers to increase,’ added Larkins.

Edited by Ravi Chandiramani