Overview
Egality supported Blood Cancer UK to translate existing community insight into inclusive, culturally relevant clinical trial communications. The aim was to improve awareness, understanding, and trust among Black and Pakistani communities, and to ultimately to increase participation in clinical trials.
Blood Cancer UK had previously conducted workshops and interviews with community members to explore perceptions, concerns, and barriers related to clinical trial participation. Building on this foundation, Egality analysed the existing insights and supported the development of communication outputs designed to increase public awareness and help people make informed decisions about taking part in clinical trials.
You can read more about this project here.
Our Approach
Egality took an insight-led, community-validated approach. Findings from existing workshops and interviews were analysed and synthesised to identify key themes, which were mapped directly to action. These insights informed communication objectives, formats, tone, and the most appropriate channels.
Proposed outputs were then tested through a validation workshop with Black and Pakistani community members. Feedback highlighted a strong preference for relatable, visual, and conversational content. This feedback was incorporated to ensure all materials were culturally relevant, accessible, and grounded in lived experience.
Outputs
Based on the validated insight, Egality co-developed a suite of tailored, video-led communication materials.
The outputs included a series of six short videos featuring healthcare professionals, community researchers, and people with lived experience of blood cancer and clinical trials. The videos focused on:
- What a clinical trial is
- Busting common myths and misconceptions
- Why clinical trials matter
- Why someone might consider taking part
- Why it is important for the Black and Pakistani communities
- Personal and patient journey stories
Subtitled versions in Urdu were also developed to support accessibility for Pakistani communities. These videos can be accessed here.
These materials are designed for use across Blood Cancer UK’s channels and partner networks to improve understanding of clinical trials and support greater equity in access and participation.
More information about this project by Blood Cancer UK is available here.
This project/resource has been funded by Bristol Myers Squibb. The company had no input in the content.
