Dutch citizens with a non-western migration background often have a less active lifestyle than those without a migration background. In a diverse society, to ensure that effective and appropriate health campaigns reach this target group too, it is important to understand their values and customs, say communication scientist Mustafa Akpinar and his colleagues in new research conducted among Turkish-Dutch citizens. "Second-generation Turkish-Dutch citizens are strikingly similar to Dutch citizens without a migration background in terms of values and customs."