Thank you for visiting our campaign page, which is designed to help you consider the beliefs, values and cultures of the people you see in practice, and to demonstrate dignity and respect while delivering equality.
Introduction
In their work on equality, diversity and inclusion, the University of Exeter defines cultural competence as the ability to ’understand and interact effectively with people regardless of difference’. CPPE has developed this campaign to help you, as pharmacy professionals, reflect on:
This campaign will help you to actively seek knowledge about the experiences of people from different cultures to your own, and enhance your understanding of them. You will learn the importance of sensitively asking questions instead of making assumptions about a person’s beliefs, values, needs and/or concerns. You will explore how to identify a person’s needs and preferences and treat them with dignity and respect regardless of their race, religion, physical or learning ability, gender, age, sexuality, current health, socio-economic status, or how they choose to live.
As you work through the activities, you can record your reflections in the spaces provided. At the end of the campaign, you will be able to download all your comments in one document.
To get you started, watch this introduction video (10 minutes) with Nina Barnett and Sneha Varia. Nina and Sneha discuss what they believe the pharmacy profession is already doing well, and how developing our culturally competent person-centred practice can help us raise the bar even further. They honestly share their stories of how making small changes to the way they communicate with people can transform their relationship with them.
Use the arrows to scroll between the challenges.
There are 10 challenges to get your teeth into. If you complete all 10 challenges you will receive the Seeing you better: Culturally competent person-centred care learning campaign badge in your Badge collection in My CPPE.
Don't forget to sign up using the button below and encourage your colleagues and friends to take part too.
Click here to access all of your reflections from this campaign. You will be able to copy and paste your reflections, or download and save a PDF with all your entries.
Welcome to this first challenge. Becoming culturally competent is a part of lifelong learning. It is not about having all the answers, knowing everything or becoming an expert on all cultural and religious beliefs. It involves an appreciation of how your own culture, gender, religion, values and beliefs may impact upon or bias the way in which you communicate with others who do not share your culture or unique perspective. In this challenge, we encourage you to reflect on and develop your confidence to sensitively ask questions when you do not know or understand a person's needs, values and beliefs, to be open and non-judgemental, to respond sensitively and to demonstrate dignity and respect.
Complete this self-reflection tool as honestly as you can, to identify your strengths and areas for development in your cultural competence. Remember that the self-reflection tool is not a test and it is perfectly OK if there are very few behaviours that you feel you demonstrate to begin with. It is not your starting point but how far you progress in your cultural competence journey that matters.
As you work through this campaign, revisit the self-reflection tool and update it as you learn and progress. If you are logged in to the CPPE website, your previous scores will be displayed every time you submit your answers, and you can map your score against the national average. This means you can monitor your own progress as you move through the campaign.
You may find that your confidence and competence vary during the campaign as you become increasingly aware of what it means to become culturally competent. You may begin to question beliefs and values that you may have held for years, knowingly or unknowingly. This can be normal and sometimes upsetting. So make sure you have someone to talk to if you have any concerns or contact Pharmacist Support for advice.
Enter the date below that you completed the self-reflection tool to move on to the next challenge. Use the arrows to scroll.
Becoming culturally competent begins with an understanding of what is meant by culture and why it is important for health professionals to be aware of its impact on health. It also involves developing an awareness of how to demonstrate cultural competence in practice and to adapt your communication style according to a person’s beliefs, values and culture. Complete Modules 1 - Introduction to culture - and 2 - Cultural competence – of the e-Learning for Healthcare (e-LfH) Cultural competence programme. To access, log in to the CPPE website, go to the e-LfH page, and select Access. You may also be able to access the cultural competence modules directly via the e-LfH hub here.
Make a note of your key learning points and how you might use this learning when communicating with patients, the public, colleagues, family, different communities or anyone else you make contact with.
Use the text box below to record your thoughts. You will be able to download all of your reflections on one document at the end of the campaign. Use the arrows to move on to the next challenge.
We will now introduce you to a practice-based scenario, where you will have an opportunity to start applying some of your learning. While the scene is set in a community pharmacy, the communication skills and cultural awareness involved apply across all settings and sectors.
Use the text box at the bottom of this page to record your thoughts. You will be able to download all of your reflections on one document at the end of the campaign.
In the next section, you will learn about an option to communicate more effectively in this scenario and compare this with your own thoughts.
This brings you to the end of section 1.
Revisit your self-reflection tool.
Use the text box below to record your thoughts. You will be able to download all of your reflections on one document at the end of the campaign.
Welcome to section 2 of our Seeing you better: culturally competent person-centred care campaign. In this section, you will return to the scenario you were introduced to in section 1, and learn about the next part of the story.
You can explore some of the issues in this scenario and test your knowledge and understanding of culturally competent person-centred care by completing our e-challenge linked to this campaign.
Use the arrows to move on to the next challenge.
Use the text box at the bottom of this page to record your thoughts. You will be able to download all of your reflections on one document at the end of the campaign.
This brings you to the end of section 2.
Revisit the self-reflection tool and reflect on the following questions:
Use the text box below to record your thoughts. You will be able to download all of your reflections on one document at the end of the campaign.
Compare your thoughts with Shermake’s story as it unfolds further in section 3.
Use the text box below to record your thoughts. You will be able to download all of your reflections on one document at the end of the campaign.
Please continue for one more chapter of Shermake’s story and learn how his needs were met.
Choose one or both of the following activities for this next challenge:
Use the text box at the bottom of this page to record the date(s) you completed the above activity/activities.
Now revisit the self-reflection tool.
Use the text box below to record your thoughts. You will be able to download all of your reflections on one document at the end of the campaign.
Section 4
Welcome to section 4 of our Seeing you better: culturally competent person-centred care campaign. In this section you will discuss how Shermake’s story ends, while also having the chance to reflect on your learning throughout the campaign.
Use the text box below to record your thoughts. You will be able to download all of your reflections on one document at the end of the campaign.
Now revisit your self-reflection tool once more as you approach the end of the campaign. Reflect on what you have learnt throughout this campaign, how you have used the learning so far and plan the next steps of your journey.
In order to help you consider how you can use the work you have done during this campaign as part of your GPhC revalidation, we have developed this reflective practice template for you to capture your reflections.
Use the text box below to record your thoughts. You will be able to download all of your reflections on one document at the end of the campaign.
Now that you have almost completed the campaign, it’s a good time to consider your key learning point. Below are some examples of what our campaign design day participants recognised as being some of the key points to consider. Think about how developing your cultural competence can make a difference to the community you serve.
Maybe one of them struck a chord with you, or you can enter your own key learning point in the text box below.
Challenge 10 is to share a key learning point. Here we will show your key learning points (latest 100 shown):
Manal Aouf
Delivery of care needs to be more human than a tick-box exercise. Look at the services you deliver: how can you deliver them in a culturally competent way?
25 January
Muhammad Khan
different style of consultation. by reading the material. by doing patient consultation
30 November
Chike Chukwudolue
Recognise that we all have a culture.
22 August
Heaven Kalam
Recognise that we all have a culture and should have a willingness to learn about culture. It is about treating people in the way they want to be treated to understand the impact of bias and assumptions on the communities HCPs serve
19 August
George Kaye
Have a willingness to learn about culture.
10 July
Stephen McInerney
Learning that developing cultural competence is a continuous process, biases and assumptions do take time to unlearn and that being willing to learn and understand is the most important
13 May
Dilipkumar Patel
Respect, Relate, Reassure, Recognize cultural diversity and make it a part of your everyday life both at work and outside work.
28 February
Linda Beech
Everyone is an individual to be respected for who they are but we must see past the differences between us to gain mutual respect.
25 February
Kelly Mottram
.
23 January
Dianne Vicary
"Be aware of microaggressions about sexuality, gender, faith, skin colour, making assumptions."
6 January
Mohammad Kolia
Explore how people’s attitudes to what they hear is linked to what they have experienced. It is about how we respect people’s sensitivities.
17 December
Tracey Cavanagh
Be aware of microaggressions about sexuality, gender, faith, skin colour, making assumptions.
27 November
Karen Stone
How effective consultation skills can make patients from different cultural backgrounds feel listened to and supported
26 July
Vicky Abhay
Delivery of care needs to be more human than a tick-box exercise. Look at the services you deliver: how can you deliver them in a culturally competent way?
4 July
Helena Boynton
Understand the impact of bias and assumptions on the communities you serve.
24 May
Gideon Newton
Removing assumptions is key to cultural competence. By being more intentional in the way we interact with others and through actively listening, we can better understand individual perspectives and beliefs to improve care.
5 April
Umeh Ali
Delivery of care needs to be more human than a tick-box exercise. Look at the services you deliver: how can you deliver them in a culturally competent way?
2 February
Julie Smith
It is about treating people in the way they want to be treated.
11 January
Ting Willmoth
Cultural competence is to have an open mind, respect other people's differences and individualise the help that person needs.
7 January
Sarah Wild
It is about treating people in the way they want to be treated.
22 December
Agata Sutton
To focus fully on each patient in front of me. To learn about their needs, fears and preferences without my conscious and unconscious biases.
11 October
Vijay Parekh
11 October
Lynne Turner
Identify the needs and preferences of the person in front of you and be able to respond accordingly.
6 October
Angela Brockbank
Make no assumptions, even in communities where people are from the same ethnic background - they will have different perspectives.
4 October
Fiona Wyborn
We are all individuals with our own beliefs and needs. All individuals deserve respect and treatment in the manner they want. Discovering what that is can be a challenge without making assumptions based on gender, colour , appearance, ethnicity. We need to take more time to explore these needs
18 September
Navnit Patel
Having as many interactions with patients with different cultural beliefs will serve to improve our understanding and help us learn and become more experienced.
25 August
Chi Huynh
Being aware of culture will help me better serve the community as well as improve the health of the nation
23 July
Kathryn Argyle
Make no assumptions, even in communities where people are from the same ethnic background - they will have different perspectives.
22 July
Sarah Baines
Identify the needs and preferences of the person in front of you and be able to respond accordingly.
10 June
Ian Vickers
Recognising and meeting the challenges and opportunity of cultural diversity requires openness, courage, an ongoing effort and mindfulness and needs to be an everyday activity embedded throughout our businesses and services. Acting according to stereotypes or being passive in understanding and responding to cultural needs will negatively impact the service provided and may result in a poorer health outcomes for service users
2 June
Tanya Aubeeluck
Be aware of microaggressions about sexuality, gender, faith, skin colour, making assumptions.
22 May
Gurpreet Bussan
Delivery of care needs to be more humane than a tick-box exercise and provide full informed consent to the patient for them to make an informed decision. Looking at the services you deliver and how can you deliver them in a culturally competent way.
21 May
Minesh Rana
Each encounter with a person should be individualised and personalised, inclusive of culture.
19 May
Keval Pankhania
Understanding the diversity in society and recognising that we are all the same.
19 May
Naomi Bates
Identify the needs and preferences of the person in front of you and be able to respond accordingly.
3 May
Alisha Hussain
Make no assumptions, even in communities where people are from the same ethnic background - they will have different perspectives.
16 April
Joanne Loasby
Understand the impact of bias and assumptions on the communities you serve.
9 March
Missy Powell
Identify the needs and preferences of the person in front of you and be able to respond accordingly.
6 March
Aneka Sivakumar
Cultural knowledge is always evolving, it's important to keep up with changes to make sure people are getting the best care possible.
13 February
Jasvinder Thethy
Everyone is unique - tailor your behaviours and style to meet the needs of the individual person.
7 February
Eric Court
question the social cues you pick up on and be open minded in your interpretation of them
4 February
Elzbieta Fishwick
Better aware of how microaggressions about gender, faith, skin colour, cultural differences, sexual orientation can negatively impact on patient-centred care and avoid them.
26 January
Amy Rowe
Identify the needs and preferences of the person in front of you and be able to respond accordingly.
17 January
Catherine Innes
Delivery of care needs to be more human than a tick-box exercise. Look at the services you deliver: how can you deliver them in a culturally competent way?
16 January
Nayantara Chotai
Have a willingness to learn about culture.
11 January
Grace Barnett
Understand that cultural knowledge can change - it»s about an ever-learning need.
10 January
Catherine Bowen
Be aware of microaggressions about sexuality, gender, faith, skin colour, making assumptions.
28 December
Anjlee Shah
I’ll treat my patient as a person first, listen to their ideas, concerns and expectations and allow them to open up to what they feel is important. I feel that this approach involves the patient as a true partner in shared decision making. I’ll aim to look at things holistically and not to have any preconceived ideas or to assume. I will aim to make no assumptions, even in communities where people are from the same ethnic background as they will have different perspectives.
13 December
Jayeshkumar Patel
Increase my awareness of my own cultural competence and share this with colleagues and apply this to my practice by thinking about the practical steps I can take to promote inclusion for all
10 December
Laura Sile
It is about treating people in the way they want to be treated.
16 November
Onome Sankey
Understand the impact of bias and assumptions on the communities I serve.
1 November
Michelle Fullard
Identify the needs and preferences of the person in front of you and be able to respond accordingly.
29 October
Catherine Drew
have a willingness to learn about culture - and be more aware of any bias
25 October
Sian Evans
People are individuals and should be treated as individuals, regardless of their culture, finding out their concerns and expectations is the key to creating a relationship that works.
21 October
Jay Patel
Recognise that we all have a culture.
21 October
Amit Shah
Culture
19 October
Sarah Harrold
People may feel anxious about cultural competence but it is about treating a person like a human being.
18 October
Khadija Baxter
Make no assumptions, even in communities where people are from the same ethnic background - they will have different perspectives.
18 October
Saima Malik
Make no assumptions, even in communities where people are from the same ethnic background - they will have different perspectives.
18 October
Allison Baldwin
People may feel anxious about cultural competence but it is about treating a person like a human being.
15 October
Karen Dickin
Identify the needs and preferences of the person in front of you and be able to respond accordingly.
14 October
Robert Mitchell
Never make assumptions and don't be afraid to ask people about their cultural and health beliefs. If everyone is treated accordingly and the same then a much better relationship will develop.
13 October
Alison Cotton
Make no assumptions, even in communities where people are from the same ethnic background - they will have different perspectives.
11 October
Clare Daly
People may feel anxious about cultural competence but it is about treating a person like a human being.
11 October
Susan Weatherhead
It is about treating people in the way they want to be treated. I should make no assumptions.
11 October
Yinka Kuye
I was not aware of the term microaggression in relation to cultural competence before the campaign. My key learning point: Be aware of microaggressions about sexuality, gender, faith, skin colour, making assumptions
10 October
Gareth Cosens
Make no assumptions, even in communities where people are from the same ethnic background - they will have different perspectives.
10 October
Sarah Ridgway Green
Don't make assumptions, be curious in order to understand and support others
10 October
Michelle Glenton
Recognise that we all have a culture.
10 October
Reena Sharma
Never impose your own cultural beliefs or views on anyone and have a willingness to learn about other cultures. Make no assumptions, even in communities where people are from the same ethnic background - they will all have different perspectives.
10 October
Deborah Needham
Have a willingness to learn about culture - be aware of making assumptions
10 October
Michelle Staples
Have a willingness to learn about culture. Make no assumptions, even in communities where people are from the same ethnic background - they will have different perspectives.
10 October
Darshan Negandhi
Have a willingness to learn about culture.
10 October
Maxine Brown
Identify the needs and preferences of the person in front of you and be able to respond accordingly.
9 October
Shannon Nickson
People may feel anxious about cultural competence but it is about treating a person like a human being.
9 October
Navneet Seehra
Explore how people’s attitudes to what they hear is linked to what they have experienced. It is about how we respect people’s sensitivities.
9 October
Poh Long
Make no assumptions, even in communities where people are from the same ethnic background - they will have different perspectives.
9 October
Catherine McClelland
Identify the needs and preferences of the person in front of you and be able to respond accordingly.
9 October
Carrie Ackerman
Identify the needs and preferences of the person in front of you and be able to respond accordingly.
9 October
Simon Butterworth
Listen and think before speaking. Learn with and from others. Be kind. Don't impose personal values.
9 October
Rhona Read
It is about treating people in the way they want to be treated.
9 October
Alison Butt
Be curious, ask questions, listen do not make assumptions- recognise cultural competence is a life long journey
9 October
Emma Wilson
Identify the needs and preferences of the person in front of you and be able to respond accordingly.
9 October
Saadhiya Hussain
Be aware of microaggressions about sexuality, gender, faith, skin colour, making assumptions.
9 October
Doreen Entwistle
Explore how people’s attitudes to what they hear is linked to what they have experienced. It is about how we respect people’s sensitivities.
9 October
Leanne May
Be aware of microaggressions about sexuality, gender, faith, skin colour, making assumptions.
8 October
Shivali Lakhani
Recognise that I will not know everything, and be open to asking questions. Understand the effect of our bias on the community we serve.
8 October
Wendy Chau
Recognise social cues and avoid responding robotically. Being open and having a willingness to listen to an individual will also support your to be culturally aware and competent.
8 October
Rajandeep Sahota
To think about how other people may be feeling when effective communication is not possible. - to ensure I endeavor to do my best to overcome this barrier for the individual concerned
8 October
Lindsay Horricks
Understand that cultural knowledge can change - it»s about an ever-learning need.
8 October
Ciara Richardson
I have learned that it is ok to pause and examine my own beliefs rather than rushing in and making assumptions. I feel so much more confident to ask questions and I now find myself actively looking for ways to expand my cultural competence rather than shying away from it!
8 October
Anisha Patel
Understand that cultural knowledge can change - its about an ever-learning need.
8 October
Allan Littleton
Identify the needs and preferences of the person in front of you and be able to respond accordingly.
8 October
Michael Walker
Make no assumptions, even in communities where people are from the same ethnic background - they will have different perspectives.
8 October
Temilolu Fakeye
Recognise social cues and avoid responding robotically. "Recognise social cues and avoid responding robotically."
8 October
Mandeep Sekhon
Understand the impact of bias and assumptions on the communities you serve.
8 October
Joanne Lane
Raised my awareness of the microaggressions that can occur when there are differences between people.
8 October
Karen Wragg
People may feel anxious about cultural competence but it is about treating a person like a human being. It's far better to ask questions to understand the individual than to make assumptions.
8 October
Allana Hutchinson
That everyone is an individual and deserves to be treated as one. You don't know what they truly think or feel until you ask, so never make assumptions. Think about the questions you ask and how they actually sound to ensure micro-aggressions are removed.
8 October
Hussein Patel
Avoid making assumption even if you are from the same community - perspectives will vary.
8 October