The majority of leaflets chose to portray a culturally neutral image or failed to use any relevant images altogether. This suggests a reluctance to tailor information to specific cultural groups and may mean that some populations do not perceive information to be relevant to them. Reasons for this may include the desire to not focus on one specific group, fear of stigmatizing audiences or lack of consideration of alternative cultural norms. However, many authors argue that health education is more effective if it is culturally tailored