As you may or may not know, last year the Department of Work and Pensions (DWP) changed the way it pays benefits. Rather than the old, paper-based system, they moved to a system whereby benefits and pensions are paid straight into the claimant's bank account. Despite a widespread national advertising campaign by the Government, some groups just weren't being reached - particularly within the Black and Minority Ethnic (BME) communities. Clearly, a new approach was needed. So, with almost thirty years experience of working with and for BME communities, Ujima Housing Group were the obvious people to come to.
Working together with the DWP, they launched "Ujima Translate". This is an intensive and broad campaign, aimed at directly marketing the system changes, along with appropriate coping strategies, to BME communities. It combines marketing activity, media exposure and outreach work with an interactive CD-ROM, designed specifically to help users set up a bank account. Initial feedback has been extremely positive.

"Through our campaign, we've been in contact with community organisations across virtually every London borough", says Emanuela Cignitti and Brenda James, Ujima Translate outreach co-ordinator. "This is a great project to be involved in. As all of our publicity and marketing materials are available in the most prominent community languages, our positive influence has already been far-reaching.
We're reaching people of all ages and ethnic backgrounds. In fact, our advice surgeries and training sessions are all about diversity because the people being affected by direct payment are not just one entity but from all walks of life."
The individuals using the Translate team to help them with their enquiries re benefit payments are equally enthusiastic! The following are some of the comments received so far. "Ujima have really helped me understand the changes to the benefit system." "The staff were very friendly and approachable, and they helped me through every step to having my own bank account." "The outreach workers were able to answer all my questions. I found them very professional and knowledgeable in pointing out what would be my best option".