Inclusivity becomes a non-negotiable factor in everyday life, including in public communication activities. Today, many public campaigns have applied the inclusive approach, by adopting the GEDSI approach. National and international agencies have incorporated the GEDSI framework into their public communications activities. The notable purpose is to include vulnerable groups into the communication work that supports the development agenda, involving women, people with disabilities, low-income groups, and indigenous people.
GEDSI plays an important role as a specific framework that focuses on gender, people with disabilities, and social inclusion by prioritizing equality, non-exclusion of certain groups, and equal access to vulnerable groups.
The GEDSI framework has proven effective in various campaigns, including health security. For instance, when COVID-19 emerged in Indonesia, the Australia-Indonesia Health Security Partnership (AIHSP) spearheaded a risk communication and inclusive vaccination campaign through the Vaccine Access and Health Security Initiative (VAHSI). This initiative, which primarily targeted the elderly and people with disabilities, was a testament to the successful application of the GEDSI framework.
As the primary target of this campaign, women are a group that is prone to dual vulnerabilities. They are old women and women with disabilities. Based on the identification of target audiences of the AIHSP-VAHSI campaign, the following results:
- Women with disabilities are susceptible towards the misinformation surrounding the COVID-19.
- Public figures or religious leaders are still considered as reference or source of information that influences the elderly’s attitudes, especially the elderly women regarding COVID-19 vaccination.
- Elderly men tend to be more doubtful to receive COVID-19 vaccination compared to the elderly women.
How can inclusive communication address this vulnerability?
Considering women as a target audience could experience dual vulnerabilities, inclusive communication strategy was deemed to be the right approach to be implemented on the Vaccine Access and Health Security Initiative (VAHSI) risk communication campaign. One example is to encourage the women group to educate their peers. As a matter of fact, women groups in general, as mothers, wives, daughters, or members of certain organizations are more likely to be more proactive in educating their family members, friends, or their peers about COVID-19. Where do women find valid information? They actively filter information circulating in various communication channels, both digital and conventional, apply it, and convey it back to their closest groups.
In this campaign, the communication method and delivery were specifically designed according to the GEDSI approach to accommodate the needs of children, women, pregnant women, the elderly, people with disabilities, and any other vulnerable groups. These efforts yielded results in the vaccination pilot project in South Sulawesi, Gebyar Pekan Vaksinasi Inklusif 2022, held in five districts; Bone, Gowa, Maros, Pinrang, and Enrekang. Through the event, 760 people have been vaccinated, including 371 women, 186 people with disabilities, and 32 elderly.
The indigenous women figure has a significant role to reach more women groups. Their active involvement in encouraging other indigenous people to get themselves vaccinated in inclusive COVID-19 vaccination. The best practice emerged from the Kampung Adat Ratenggaro in Southwest Sumba. The main figure, Mince Durakaka, the wife of the Head of Ratenggaro Traditional Institution, not only actively educated her people. She also led by example by receiving her third dose of COVID-19 vaccine.
GEDSI in communication strategy
Several factors should be considered when using the GEDSI approach in inclusive communication. First, identify the vulnerable groups who would be the primary target of the campaign. For example: women-owned MSMEs, people with disabilities, indigenous people or people living in remote areas, children, the elderly, minority groups, and other vulnerable groups.
Hence, choose the suitable methods to convey the message to them. Influencers and social media are still effective communications channels for young target audiences. Meanwhile, to reach older audiences or people who live in remote areas, communication channels like radio, local newspapers, or indigenous figures/religious leaders can be utilized.
Lastly, be more sensible about the needs of all target groups. For instance, sign language interpretation services, subtitles, and accessible digital content for people with disabilities that take into account the format, colors and readability will make it easier for them to understand the meaning of the message.
In the future, the best practices mentioned above can be amplified to reach more target groups, especially because GEDSI’s principles are aligned with the global development agenda and compatible with the “No One Left Behind” in Sustainable Development Goals (SDGs).
Penulis: Angeline Hidayat
Editor: Dewi Bastina