Recruitment strategies for engaging members of the Pakistani community: overcoming gender differences and generational gaps beyond work and education

Abstract

Background
Cardiovascular disease (CVD) is one of the primary causes of mortality in the South Asian population. The Pakistani community have an elevated risk of developing it and other associated illnesses. Individual health is a consequence of personal lifestyle and social-networks influenced by socioeconomic and cultural environments. These social-networks can act as a resource for information and support, or social capital.

Objectives
How does perceived social capital affect members of the Pakistani community when determining lifestyle choices related to CVD prevention?

Methodology
Recruitment included: posters, social media, word of mouth (snow-balling), contacting 3rd sector organisations and advertising in community centres and business districts. Forty-two interviews were carried out (22 women, 20 men aged 18-70 years) from an array of occupational backgrounds (students, unemployed, consultant surgeons, taxi drivers, teacher, retail assistant etc.).

Results and Conclusions
Preliminary findings indicate informal networks and advertising mediums act as an effective platform for engaging with populations traditionally interpreted as “hard to reach”. Culturally sensitive materials can facilitate the data collection process as participants build confidence and rapport with the researcher to discuss lifestyle choices at length.