Actual KHA presentation

  1. Acknowledgement of Country
    I would like to acknowledge the Ngunnawal people who are the traditional custodians of this land on which we are meeting and pay respect to the Elders of the Ngunnawal Nation both past and present.I extend this respect to all Aboriginal and Torres Strait Islander peoples in attendance today.
  2. Introduction
    This report will discuss kidney disease and its sub issues early detection, dialysis and how CKD affects Indigenous sufferers. It will look at these issues and the extent and nature of Australian media reporting and discussion as it pertains to these issues.
  3. Proposed media activity
    We propose that the target media outlets need to be print and online national newspapers and other national media outlets. Early detection and Indigenous people received no national print coverage in the period covered. While dialysis did receive some national print coverage, most articles were still local. Dialysis received a small amount of coverage in The Australian, meaning this national newspaper could be an achievable goal for coverage of Indigenous people and early detection.
  4. Proposed media activity con
    KHA also need to target state newspapers more as many states newspapers also received no print coverage during the time of analysis. For example, there were no articles collected about Indigenous people suffering CKD in Tasmania either in print or online.
  5. Proposed media activity con
    Twitter will be the focus of our recommendations for social media as it is severely underutilised by KHA. Furthermore, with the public nature of Twitter it is easier to identify communities through the use of hashtags.  From our findings, it is believed that KHA need to be more active on Twitter specifically as it is a platform where users post frequently. In particular, KHA need to generate much more of their own content on Twitter. As mentioned earlier, the majority of their current content is retweeted from other organisations. This means that KHA’s brand is not getting as much coverage on Twitter as it could be and therefore their key messages are not being heard as widely as they could be.
  6. Proposed media activity con
    The existing kidney community can be engaged successfully through social media. We recommend  KHA utilise hashtags on Twitter to generate communities of interest around kidney disease and its various sub issues. For example, the hashtag ‘#kidneycheck’ was underutilised by KHA and members of the public, despite social discussion surrounding kidney checks existing on Twitter. Another hashtag ‘#HumansofCKD’ is currently being used by KHA, but only on Facebook; this hashtag needs to be utilised on Twitter to create a community through sharing of personal stories. By doing this, it is likely other users will begin to utilise this hashtag in their tweets.
  7. Proposed media activity con
    We also recommend KHA continue to work closely with the Heart Foundation Australia and other health organisations. While KHA currently retweet a lot of content from other health organisations, we recommend they focus on generating their own content and getting that content shared by these health organisations they work closely with.
  8. Proposed
    Based on our various media analyses, it is clear there are specific events and activities that boost media coverage of kidney disease and its various sub issues. For example, coverage of DonateLife week enhanced coverage of dialysis and Kidney Walk affected coverage of early detection and awareness. Events such as these could be utilised by KHA to promote issues such as early detection and Indigenous sufferers of CKD that usually receive limited media coverage. Events that could be used to boost media coverage of Indigenous sufferers of kidney disease include (but are not limited to) NAIDOC week and National Aboriginal and Torres Strait Islander Children’s Day.
  9. Proposed
    Indigenous communities will be engaged through their community health organisations that can be reached through media by using their language and targeting them directly. Of the media coverage analysed local communities were well covered and reached, therefore this report recommends national coverage needs to be prioritised more than local for all of the sub-issues.
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Actual KHA presentation
KHA pres