Photo by Aaron Smale
It's important to start from the beginning when thinking about Hard to Reach communities and how we can best support them.
It's clear to us that the key to transforming communities is to inspire and rebuild hope. People change because they want to change. That is our community mobilisation approach for Māori and marginalised groups and it is based on a great deal of evidence-based research and decades of experience in the field.
It's clear to us that the key to transforming communities is to inspire and rebuild hope. People change because they want to change. That is our community mobilisation approach for Māori and marginalised groups and it is based on a great deal of evidence-based research and decades of experience in the field.
The Hard to Reach definition
"Hard to Reach" is a term that is often used in social marketing. Social marketing is a consumer focussed approach that is premised on the belief that nobody is impossible to reach; it just depends on the approach taken and it may require extra effort and creativity to reach these groups. [1] [2]
From a health perspective, hard to reach commonly means those who do not access health services. It can be viewed negatively – that it is the individuals or groups who are the ‘problem’. There is a growing understanding, however, that there are provider, programme, and social factors affecting access and engagement of hard to reach groups.
The ‘term 'Hard to Reach’ has been used in a number of different contexts around the world.
Here are some useful reports and articles which describe some of the ways hard to reach has been been conceptualised.
From a health perspective, hard to reach commonly means those who do not access health services. It can be viewed negatively – that it is the individuals or groups who are the ‘problem’. There is a growing understanding, however, that there are provider, programme, and social factors affecting access and engagement of hard to reach groups.
The ‘term 'Hard to Reach’ has been used in a number of different contexts around the world.
Here are some useful reports and articles which describe some of the ways hard to reach has been been conceptualised.
- Brackertz, N (2007) Who is hard to reach and why? ISR working paper, Australia.
- Cortis, N., Katz, I. & Patulny, R. (2009) Engaging hard-to-reach families and children. Stronger families and communities strategy 2004-2009. National Evaluation Consortium, Australia.
- Jones, T & Newburn, T (2001) Widening access: Improving police relations with hard to reach groups. Policing and reducing crime unit, England.
- Doherty, P., Hall, M., & Kinder, K., (2003) On-track thematic report: assessment, referral and hard-to-reach groups. National foundation for educational research, Wales.
Who is Hard to Reach?
Hard to reach populations can be identified by demographic or social characteristics and may include:
However, just being a member of the demographic group doesn’t mean they are hard to reach. Rather it is the attitudinal characteristics that contribute to the “Hard to Reach” definition. For example, people could be hard to reach because they think that government doesn’t want to listen to them or doesn’t care about them or, in extreme situations, legislate against them. Some people don’t want to be reached because they may be carrying out illegal activities or they are drug abusers. Consequently, they avoid authorities like Police and Ministry for Children, etc.
The hard to reach population is not homogenous, and context matters. Some are hard to reach in some situations but not in others. However, hard to reach also reflects on those wishing to make contact and signals the need to overcome barriers and prejudices.
- drug users
- people living with HIV
- people from sexual minority communities
- asylum seekers
- refugees
- people from ethnic minority communities
- homeless people
- gang members
However, just being a member of the demographic group doesn’t mean they are hard to reach. Rather it is the attitudinal characteristics that contribute to the “Hard to Reach” definition. For example, people could be hard to reach because they think that government doesn’t want to listen to them or doesn’t care about them or, in extreme situations, legislate against them. Some people don’t want to be reached because they may be carrying out illegal activities or they are drug abusers. Consequently, they avoid authorities like Police and Ministry for Children, etc.
The hard to reach population is not homogenous, and context matters. Some are hard to reach in some situations but not in others. However, hard to reach also reflects on those wishing to make contact and signals the need to overcome barriers and prejudices.
Why the Hard to Reach definition is important
The Hard to Reach definition is preferred because it describes Māori communities that are socially excluded – some, for instance, from government service entitlement by definition.
Through this social exclusion process communities of people lose some of their rights and privileges as citizens because of their appearance and/or affiliation [3]. Gang members and their whānau fit this definition.
The Hard to Reach term is an appropriate definition because it also recognises that members of these communities are citizens, are community members, and they have and are part of whānau.
The Hard to Reach definition allows interventions to tackle the behaviours of those that are gang members, or at risk of becoming gang members, without exacerbating the problem through further marginalisation.
Using the hard to reach definition challenges the people with the power to reach rather than to marginalise. Reaching hard to reach communities is premised on the need to penetrate and to engage with marginalised communities.
We believe that no one is hard to reach if we really want to reach them. It depends on whether we intend to reach them and whether we are prepared to do things differently.
Through this social exclusion process communities of people lose some of their rights and privileges as citizens because of their appearance and/or affiliation [3]. Gang members and their whānau fit this definition.
The Hard to Reach term is an appropriate definition because it also recognises that members of these communities are citizens, are community members, and they have and are part of whānau.
The Hard to Reach definition allows interventions to tackle the behaviours of those that are gang members, or at risk of becoming gang members, without exacerbating the problem through further marginalisation.
Using the hard to reach definition challenges the people with the power to reach rather than to marginalise. Reaching hard to reach communities is premised on the need to penetrate and to engage with marginalised communities.
We believe that no one is hard to reach if we really want to reach them. It depends on whether we intend to reach them and whether we are prepared to do things differently.
Discover more
This article is part of our Framework page, which provides key information about our approach to working with hard to reach communities. You can learn more about our framework via the button below, or head straight to our next article about the four characteristics young people need to thrive.
References
[1] Beder, HW (1980) ‘Reaching the hard to reach adult through effective marketing’ , New Directions for Continuing Education, 8: 11-26.
[2] Wilson, D (2001) Consulting Hard to Reach Groups, Local Authorities Research & Intelligence Association (LARIA) SEMINAR, 15 November. http://www.laria.gov.uk/content/features/68/feat1.htm.
[3] http://www.escwa.un.org/information/publications/edit/upload/sdd-07-WP4-e.pdf.
[2] Wilson, D (2001) Consulting Hard to Reach Groups, Local Authorities Research & Intelligence Association (LARIA) SEMINAR, 15 November. http://www.laria.gov.uk/content/features/68/feat1.htm.
[3] http://www.escwa.un.org/information/publications/edit/upload/sdd-07-WP4-e.pdf.
