Sons of the West program a game-changer for multicultural communities

Men from multicultural communities are improving their health, building social connections and accessing support after a culturally-specific version of Western Bulldogs Community Foundation’s (WBCF) Sons of the West wellbeing program was developed with Victoria University (VU). 

VU partnered with WBCF to adapt the flagship program for men from African, Indian, Iraqi Syriac and Vietnamese cohorts, in a bid to boost engagement in groups at higher risk of social isolation and health issues.  

A new VU report has revealed the culturally-specific program has broken down barriers to better health and wellbeing, with participants exercising more, forging new friendships, and discussing sensitive topics such as mental health, addiction, elder abuse and respectful relationships.  

Many are even enrolling multiple times in the program, which combines physical activity with education on mental fitness, chronic disease prevention and community connection. 

Melbourne’s western suburbs are among the most culturally diverse in Victoria. However, men from multicultural communities often face hurdles in accessing health and wellbeing services, due to stigma, language and cultural expectations.   

The popular 10-week SOTW program was co-designed with community leaders and tailored to each group over a three-year period from 2021, with funding from the Victorian State Government and Movember’s Scaling What Works initiative. 

The program reached more than 300 men aged 19 to 86 from seven suburbs during the initial trial.  

Key outcomes included: 

• An 8% increase in men’s physical activity levels, with 79% reporting they were active for between five to seven days each week at the end of the program. 
• Improved confidence in looking after their own health, particularly across nutrition, exercise, mental fitness, and healthy routines. 
• At least 73% said the program helped break down traditional masculine stereotypes by creating a safe space to talk about mental health, relationships and seeking help.   
• Most men reported making new friends and learning about local health services and activities.  

The findings demonstrate how culturally tailored, community-led approaches can improve health equity for multicultural communities and provide a model for future preventative health programs. 

Victoria University Professor of Sports Systems Development, Camilla Brockett, said researchers and WBCF staff worked with community leaders to understand cultural norms, communication styles, and barriers to participation. 

She said the result was overwhelmingly positive, with retention rates and repeat enrolments particularly strong among older Vietnamese, Indian and Iraqi Syriac men. 

“This program showed that when health initiatives are culturally tailored and community-led, men are far more likely to engage, return and open up about important issues affecting their wellbeing,” Professor Brockett said. 

“We saw men gain confidence not only in looking after their physical health, but in talking about topics that often carry stigma, including mental health and gender roles. Once one person spoke up, the floodgates opened. One of the most powerful outcomes was the trust and sense of belonging that developed.”  

Beyond the in-language education and personal trainer-led exercise sessions, the program also offers Australian rules football demonstrations, water safety lessons, and free tickets to a Western Bulldogs AFL game.   

Professor Brockett said many of the men continued to connect outside the program through WhatsApp groups and social activities such as AFL games, coffee clubs and walking groups.  

A research paper she co-authored on this project reported in-language sessions, involving community leaders, using easily accessible venues and integrating cultural values were key to engaging participants. 

The research, Advancing Health Equity for Men from Culturally and Linguistically Diverse Backgrounds: Outcomes from a Culturally Adapted Community Wellbeing Program, has been published in the Health Promotion Journal of Australia. 

Khoa Trần, 75, from Sunshine North, joined the program in both 2024 and 2025, and reported multiple benefits. 

“These included meeting many new friends, expanding my social connections, and gaining useful information for everyday life, such as knowledge about nutrition, maintaining and improving health, staying safe online, and understanding the rules of football,” he said. 

WBCF General Manager Hannah Singleton said the program reinforced the importance of delivering health and wellbeing programs that reflect and embed the wants and needs of our communities.  

“At the Western Bulldogs Community Foundation, we know that meaningful outcomes start with listening to our community and designing and delivering programs alongside them,” Ms Singleton said.  

“The success of our culturally specific, in-language Sons of the West program shows what’s possible when we develop programs that are community-led and supported by strong partnerships. Beyond improving health and wellbeing, we’ve seen participants build lasting friendships, grow in confidence, and develop a stronger sense of belonging and connection within their local communities. 

“We’re incredibly proud to partner with Victoria University and Movember, alongside our community leaders to deliver a program that is creating lasting impact.”