Creating Effective Messaging for Hispanic Families

Transcription

1 + Creating Effective Messaging for Hispanic Families Presented by Laura Sonderup, Director Hispanidad October 17, 2012

2 2 This is a community that wants to know you are willing to be there for the long term. The best way to do that is to get to know the culture, develop relationships, work with community groups and craft your organization's marketing to appeal to Hispanics. Monica Lozano Publisher of La Opinión, the nation s largest Spanish newspaper

3 + Overview of Oregon s Diverse Communities

4 + Refugee vs. Immigrant 4 what is the difference?

5 + Who is a Refugee? 5 A refugee is someone who has been forced to leave their country of origin because of a well-founded fear of persecution due to race, religion, nationality, or membership in a particular social or political group. An asylee is one who is already in the United States, receives protected status and is unable to return home for the same reasons.

6 + Top Refugee Countries of Origin 6 (in Oregon) Ethnicity Total Arrivals % of Total Former Soviet Union 19, Vietnamese 16, Lao 5, Cambodian 3, Cuban 2, The majority of refugees in Oregon are initially settled in the Portland Metro area (Multnomah, Clackamas, and Washington counties). Source: Oregon Department of Human Services, 2009

7 + Who is an Immigrant? 7 Immigrants, on the other hand, choose to leave, attracted typically by better economic opportunities. According to U.S. law: An immigrant is a foreign-born individual who has been admitted to reside permanently in the U.S. as a Lawful Permanent Resident (LPR). An undocumented immigrant is a person who is present in the United States without the permission of the U.S. government. Also includes individuals who originally entered the country legally but overstayed the specifications of their visa. A non-immigrant is a foreign-born individual who is permitted to enter the U.S. for a period of limited duration. Non-immigrants include: students, tourists, temporary workers, business executives, diplomats, artists and entertainers, and reporters.

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9 + Top Immigrant Communities 9 Southeast Portland Ukrainians Russians Romanians Northeast Portland Vietnamese Africans Central Portland Asians Eastern Europeans Unlike other immigrants who tend to concentrate in urban and suburban areas, Latinos are dispersing across the state of Oregon. Source: Urban Institute

10 + Who is Hispanic? 10 Hispanic refers to an origin or ethnicity, not race. There is no one monolithic Hispanic market. It is not unusual to find Croatian-Bolivians, Italian-Argentineans, Japanese- Peruvians, German-Brazilians, Egyptian-Venezuelans, Lebanese-Mexicans, etc.

11 + Hispanic vs. Latino? 11 Latino/a An individual with roots that go back to any of the countries where Romance languages (Spanish, Portuguese) are spoken. Hispanic Describes countries that were once under Spanish rule (Mexico, Central America, and most of South America, where Spanish is the primary language). The term is gender neutral. Chicano An American citizen of Mexican descent who has a strong sense of Mexican-American ethnic identity. To me a Chicano is a Mexican-American with a defiant political attitude that centers on his or her right to self-definition. I'm a Chicano because I say I am. Actor, director, advocate, Cheech Marin

12 + By the way 12 Census labels: White* Black or African American American Indian and Alaska Native Asian Native Hawaiian and Other Pacific Islander Some other race Two or more races Hispanic or Latino (of any race) * The correct term is white or non-hispanic white, not Caucasian. While the word has become a frequent synonym for white person; the term is more accurately used to identify geographic origin, not skin tone.

13 + Understanding Language and Acculturation

14 + Assimilation vs. Acculturation 14 Assimilation is the process whereby an immigrant group gradually adopts the characteristics of another culture essentially losing one s language, customers, traditions and ties to one s homeland. Acculturation is the process of integration of native and traditional immigrant cultural values with dominant culture values adopting a new culture without denying one s heritage.

15 + Language Use in America 15 Chinese is now ranked #3 in the U.S., after English and Spanish. Four of the top 10 languages spoken in the U.S. are Asian. Eight in ten Hispanics and Asians rely on Spanish or an Asian language at home as much as or more than they rely on English. Roughly three in ten Hispanics speak exclusively Spanish at home. Did you know... Univision, a Spanish-only television network, is now the #5 network in the United States, behind ABC, NBC, CBS and Fox.

16 + Language Stratification 16 I Only Spanish II Mostly Spanish III Spanish/ English Equal IV Mostly English V Only English

17 + Translation vs. Transcreation 17 Translation An accurate linguistic text transfer from one language into another Transcreation The process of determining the suitability of an original creative message to an ethnic group, and if suitable, transferring the creative concept, not just the words, in an appropriate tone and graphic look Direct translations and usage of general market communication strategies tend to miss the emotional and culturally relevant elements and may result in less effective messaging.

18 + Help, I can t read this! 18 Machine translations are useful for getting a general idea about what text written in a foreign language means. However, "general idea" isn't always exactly accurate; the translator literally translates (word for word) the text which often results in grammatically incorrect, if not completely incoherent, text. Original text: Thank you for attending today s presentation Bing gives us: You can participate in the current presentation...

19 + How can we adapt messages for 19 different dialects/origins? Neutral approach to copywriting and scripting in language versus being concerned with proper use and inclusion of dialects. It is critically important to partner with a certified translation firm. Trust is a vital component of any translation job because once it s in print, it s hard to retract an offensive message!

20 + Language and Layouts Spanish can contain up to 25% more words than English and take twice the space. Accents and Tildes The tilde is a powerful symbol, much like and, it is unique to the Spanish language. The tilde is not optional ano versus año

21 + Why I Don t Endorse Direct Translations Drop your trousers here for best results. (Taiwanese laundry) Order your summer suit. We will execute customers in strict rotation. (Hong Kong tailor shop) Teeth extracted by the latest methodists. (Hong Kong dentist) Specialist in women and other diseases. (Italian doctor's office)

22 + Why I don t endorse direct 22 translations

23 + Why I don t endorse direct 23 translations

24 + Why I don t endorse direct 24 translations

25 + Overview of Metro Outreach

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34 + Lessons Learned 34 Build relationships and trust Hire culturally-competent staff Stay on track Deliver what you promise Have a plan for what s next

35 + Effective Messaging and Outreach

36 + Messaging Insights 36 The value of the family as a messaging touch-point Build on what families are already doing right Be clear, consistent and try to avoid jargon and acronyms Go beyond preaching and educate the individual to make more informed decisions

37 + Messaging Insights (continued) 37 Education versus information Educational messaging = laws, consequences of non-compliance Informational messaging = how to be safe; practical tips and reminders Messages should be seen and heard in a variety of places Materials alone are not enough to change behavior Commitment to change behaviors are more likely to occur when used in combination with community outreach and when respected leaders and family members reinforce the message

38 + Keys to Successful Partnerships 38 Which communities should be targeted and why? New immigrants and those who may be less informed Who are the key partners in community outreach? Law enforcement agencies Community-based, nonprofit organizations Key stakeholders from the community Communication of detailed and/or confusing information may be best delivered via radio interviews.

39 + How can we reach diverse 39 communities effectively? As with any marketing campaign targeting any audience, an effective message is a memorable message. Cultural relevance + linguistic relevance + an effective, action-oriented message = Desired behavior modification

40 + What is the best vehicle for 40 messages? Increase your awareness of the communication channels and informational resources available to the community newspapers, radio, community events. If you plan to participate in community events, ensure the person representing your organization is fully bilingual and trained to deliver the messaging in a manner that is clear, concise and accurate.

41 + Five Tips for Making a Connection with 41 Hispanic Consumers 1) Realize that the Latino and mass markets are constantly affecting one another. 2) Understand that this community cannot be accessed as one, lumped segment of stereotypes. 3) An effective Hispanic marketing strategy goes beyond in-language to in-culture communications. 4) Actively seek out cultural, and community, influencers. 5) Get out there and talk to your constituents to uncover the insight behind the insight.

42 + Questions? 42

43 + Contact Information 43 Laura Sonderup Managing Director, Hispanidad