More than Swiss chocolates and watches
Switzerland is a small landlocked nation over 14,000 km away, but they have a long history with us. In the 1840s they sent us vineyard-growers and wine-makers, who were shortly followed by prospectors during the gold rush.
Today, Swiss constitute the second largest group of students of “English as a second language” students in Australia (1). Swiss investors pour millions of dollars into our economy – they have created 40,000 jobs in Australia (2) – and work with us in scientific research and development (3). There is even a Swiss Australian Academic Network, whose sponsors include Novartis, a healthcare company based in Switzerland, with three divisions in Australia; and Roche Products, one of the world's largest biotech companies, which has Pharmaceuticals and Diagnostics divisions in Australia.
We have undertaken communication work for Roche Products before. We didn’t go to Switzerland to find them – they found our company.
Common issues: healthcare, families
There are many things that are common across all cultures, such as healthcare. Did you know that more than 200,000 Australians have Hepatitis C? It’s a common disease in Australia, yet it can be treatable. If left untreated, chronic Hepatitis C may lead to liver damage, liver failure, and liver cancer.
Roche Products commissioned us to help publicise the disease and treatment to Chinese and Vietnamese communities, where there was initially some resistance because of a belief that Hepatitis C is spread mostly by using infected needles, such as through drug use. We showed the target audience that the disease can in fact be spread more commonly, such as by sharing personal sanitary products, like nail-clippers and razors. It can also be spread by blood, such as touching or helping someone who has a cut or nosebleed.
We created print advertisements in simplified and traditional Chinese and Vietnamese, and material for doctors that they could distribute to Chinese and Vietnamese patients. We also developed and distributed a unique three-part serial radio drama, which was very well received by ethnic radio listeners. Scripts were tailored for each audience.
For example, there is a Chinese legend that when a man dies, he’ll pass a “Bridge of Forbearance” and eat a bowl of Meng Po soup served by the Lady of Forgetfulness, which makes him forget his previous life. After he passes the bridge, he’ll be reborn into the world.
In the Chinese version of the radio ad, a father originally refuses to get Hepatitis C treatment, but then discovers his teenage son has used the father’s razor and accidentally cut himself. The father has a dream one night; here is an excerpt of the father’s dream:
FATHER (talking to himself): Where am I now? What’s this bridge? Oh, here’s the name: “The Bridge of Forbearance”. Ah, is it really THE Bridge of Forbearance? Then I’m dead now. Wait, I haven’t said goodbye to my wife and children. Oh, look, the kind old granny is bringing me a bowl of Meng Po soup. Let me have it, then there’ll be no more memory of Hepatitis C. Wait, why is my son here? Son, is that you? Are you seeing me off?
SON: Dad, it’s not me seeing you off, but you seeing me off. You are lucky and you didn’t die, like I did. You have Hepatitis C and have no courage for treatment. Mom and my sister may still be infected by you some day. I’d rather be reborn into another family. I’m leaving now. See how happy I am!
FATHER (at the top of his voice): Son, don’t leave me. I beg you!
Don’t worry – when the father wakes up, he realizes it was only a dream, but he starts treatment immediately so that he doesn’t infect his family. Another cultural legend, more relevant for the Vietnamese community – the Messengers of Death with buffalo head and horse face – was used in the Vietnamese version of the radio drama.
It was good to report that many Chinese and Vietnamese listeners rang the radio stations to learn about where they could get more information about Hepatitis C. It pays to conduct developmental research and tailor-make your marketing or communication campaign. Your message will be better received.
We hope no one will have a nightmare of Meng Po soup, after reading this post!
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Sources:
1. https://www.eda.admin.ch/eda/en/fdfa/representations-and-travel-advice/australia/switzerland-australia.html
2. https://www.eda.admin.ch/eda/en/fdfa/representations-and-travel-advice/australia/switzerland-australia.html
3. http://dfat.gov.au/geo/switzerland/Pages/switzerland-country-brief.aspx
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