It is moderately ethnically mixed with 1.8% of its people being non-Caucasian. In the Tyne and Wear region, Sunderland’s proportion of people living in communal establishments (including special care and medical facilities) is higher than the average for the area at 1.9% according to the same census. Sunderland’s population is also marginally above average in comparison to the rest of the Tyne and Wear area in terms of the proportion of people with no qualifications as well as those who consider themselves as having one or more limiting chronic illnesses (Sunderland City Council 2015).
The desire for community cohesion and the fulfillment of equalities standard work has driven the Council of Sunderland to define and address those communities perceived as hard to reach. Some of the city’s hard to reach groups are identified as: Individuals belonging to ethnic minority groups Individuals with disabilities The young The elderly Individuals who are gay, lesbian, or bisexual (Sunderland City Council 2015). It is important to note that this list is obviously non-comprehensive and misses a large number of groups which would fit within the definition of hard to reach such as the illiterate who may include the very young, and the uneducated among others.
It also fails to take into account that some people may fit within more than one of these groups. This brings light to one of the problems underlying hard to reach groups: by categorizing them, does it make people in hard to reach groups even “harder” to reach perhaps through the exclusion of certain people? This implies that in the quest to characterize hard to reach groups, we create some even harder to reach groups which further compounds the problem (Rhodes, Kling & Johnston 2004).
A list of identified groups is therefore not the most useful tool when it comes to dealing with hard to reach groups in the attempt to establish consultation with them. Consultation is defined as the development of a relationship and engagement with the community identifies as hard to reach (Sadler et al. 2010). As has already been substantiated above, certain groups may be hard to reach in some contexts and not in others. Health and Safety Executive (1994), and Jones and Newburn (2001) have found that it is more fruitful to link strategies that have been proven successful in consultation with hard to reach groups after characterizing the communities in question rather than just characterizing them.
This basically means that it has been more beneficial to form solutions for these groups as opposed to just stopping at their identification and mapping. Because it is so broad, the term hard to reach is rendered rather impotent in terms of utility as it makes no attempt to solve the problem while complicating it further still. Some of these groups may perhaps be not-so-hard-to-reach if the correct approach is used in consultation (Sunderland City Council 2015). If one thing is agreed upon in the involvement of these groups, it is that those who wish to embark on the journey to engage them must set aside their own assumptions and prejudices.
By doing so, they take down the filters through which they sieve and perceive everything about the community. They are forced to forget everything they may have held as true regarding these people in order to come to a new understanding of them and the issues facing them. The preconceptions held against hard to reach groups, when rationally and logically dissected, are often proven to have been misconceptions (Freimuth & Mettger 1990). Rather than labeling those classified as hard to reach as “not interested” or “difficult”, one may take the standpoint of the thesis on difference as opposed to the theory on deficit.
The difference thesis stresses upon the utility of information to a people: if information is deemed useful by a group of people, then they will be motivated to seek it themselves and make use of it. A good case scenario that exemplifies this point is in the medical arena, if patients of a certain chronic disease, say diabetes mellitus, are drummed on with information about what to or not to do, they are more likely to not follow instructions as opposed to if one took the time to explain to them why certain things are good for their health while others aren’t and the decision is left to them to choose health.
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