Health messages that speak every language: how Jambo! Radio supports a smoke-free Renfrewshire

Jambo! Radio is the only radio station in Scotland dedicated to serving people of African and Caribbean heritage in Scotland. The station connects communities through culturally relevant broadcast programmes delivered in multiple languages commonly spoken by people of African and Caribbean heritage in Scotland. Jambo! Radio provides information and commentary on current issues, while promoting visibility, economic development, equality and social justice.

Through audio broadcasting, Jambo! Radio created culturally and linguistically appropriate health information on the harms of tobacco, vaping, and second hand smoke. Content focussed on raising awareness of these health issues, promoting prevention and cessation efforts, enabling listeners to make informed healthy choices.

Reaching Diverse Communities

Through radio broadcasts and the SignalCast Podcast, Jambo! Radio delivered health information around tobacco and vaping in 8 different languages (Igbo, Yoruba, French, Pidgin, Swahili, Lingala, Arabic, and Somali). Alongside sharing health information, broadcasts also explored cultural attitudes towards smoking within African and Caribbean communities.

By culturally tailoring these conversations and delivering them in multiple languages, Jambo! Radio were able to overcome language barriers and create inclusive spaces for discussion. As a result, 78% of respondents reported feeling culturally represented, enabling tobacco related issues to be discussed openly and without judgement.

Young People Involvement

Young people played a key role in the project and were involved from the start as researchers, creators and presenters. This not only strengthened the relevance of the content, but also helped young people build confidence in sharing accurate health information with their peers and develop a stronger understanding of the risks associated with tobacco and vaping.

Short form content was shared on social media platforms such as Instagram and TikTok, ensuring messages reached young audiences in ways that felt relevant and engaging.

Tackling Stigma

The broadcasting of health information achieved a reach beyond those who directly engaged with the content. 40% of listeners reported discussing tobacco harms with friends and family, helping to widen awareness within households and communities. By normalising open conversations about tobacco harms, the project contributed to reducing stigma and encouraging people to access support.

Access to Quit Your Way services was further normalised through the sharing of lived experiences from people who smoke or vape, alongside success stories from those who have quit. Providing a platform for these personal stories helped challenge stigma and reinforced positive behaviour change, with 20% of adult listeners taking steps to quit smoking by seeking advice from healthcare professionals and exploring cessation programs.

Overall Impact

Overall, Jambo! Estimated that they were able to reach approximately 500 households in Renfrewshire and beyond, resulting in engagement with around 1500 people. The project led to a clear increase in awareness of health harms, with 85% of listeners reporting greater awareness of the risks associated with smoking, vaping and second-hand smoke following the broadcasts.

This project underscores the importance of organisations connecting with their communities in ways that work best for them. For Jambo! Radio, their expertise in engaging with their audience, understanding cultural barriers, and providing accurate language interpretation was crucial to the project’s success.