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Communication with the New American
Mainstream PopulationPlain Talk
September 7, 2012Carlos Alcázar
Hispanic Communications Network
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Cultural SHOCK
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Cultural SHOCK
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Cultural Competence
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Client Partners
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Our world is changing faster than it has at any other point in history.
globalchange
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americanchange
Major U.S. markets are growing minority majority marketsSource: U.S. Census Bureau 2009 American Community Survey
San Francisco
56%44%
Los Angeles
71%29%
San Antonio
71%29%
Houston
72%28%
Philadelphia
61%39%
Miami
88%12%
Atlanta
61%39%
Dallas
69%31%
Las Vegas
52%48%
New York
65%35%
Washington DC
67%33%
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Hispanic population growth projected to outpace all ethnic groups over the next 40 years
* Excludes American Indian, Alaska Native, Hawaiian & Other Pacific Islanders
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
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131 Latinos are born
Source: U.S. Census Bureau Population Projections
Every hour in the U.S.
Hispanics continue to experience dynamic growth vs. the general
population
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Median age:
Hispanic = 28U.S. general = 37
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
Younger demographics
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Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
Not just the coasts: Hispanics are across the nation
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Country of Origin: Hispanics
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49.6%NON-HISPANIC WHITE
50.4%MINORITY
Minority Report
U.S. Census: More minority children were born in US
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digital changeNot just a change in population
but in the wayand number of ways they connect with one another
Bromley Communications
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cultural change
Bromley Communications
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The psychographics of the
New America– NOT about the values tensionbetween a majority and minority culture
Traditional American Values
Individual Achievement High Reliance On Institutions
Exclusiveness Of Extended KinTask Oriented
Symmetrical Interaction
Traditional Multicultural Values
Family InterdependenceLow Reliance On Institutions
Inclusiveness of Extended KinRelationship Oriented
Complimentary Interaction
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Anglo
Asian
Black
Hispanic
TheNew America
is a complex
transculturalecosystem
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Why not TRANSLATE?
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Where’s the “Digital World”?
My kid uses the computer for school.
So that’s what “other people” do on their computer.
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Disruptive Transformation
•Infrastructure + People
•Marketing + Invitation
•Program + Relevant
•Partnerships + Community
Cub ScoutsBoy Scouts Venturing
CONFIABLE LEAL SERVICIAL AMIGABLE CORTÉS AMABLE
OBEDIENTE ALEGRE AHORRATIVO VALIENTE SANO RESPETUOSO
valores para toda la vida©2009 Boy Scouts of America
Abre un mundo de oportunidades para tus hijos... Boy Scouts of America
En un ambiente sano y divertido aprenden los valores importantes para tener un mejor futuro.
Impulsa a tus hijos en la dirección correcta y velos crecer rectos, seguros de sí mismos, con principios sólidos y gran sentido de liderazgo.
La aventura es sólo parte de la diversión… los principios son para toda la vida.
Cub Scouts es para niños de 7 a 10 años de edad.Boy Scouts es para varones de 11 a 18 años de edad.
¡Dime con quién están y te diré quiénes serán!
¡Únete hoy! La aventura comienza en Scouting.org
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But what if we make it about “family values”?
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What’s Scouting?
What are those words?
When do you take my son off to war?
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LifestyleCharacters
Relatable Events
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Unique RadioTogether with Calle 13
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One Tiny Reason to Quit: Smoking Cessation for Pregnant African-American WomenRichmond, Virginia
Problem:Infant Mortality rates 4-5 Times Higher Among African-Americans than Whites
Sepulveda A; Wilson D; Garland S; Dubuque S; Singleton R; Kennedy M. One Tiny Reason to Quit: A Coalition-based Smoking Cessation Campaign for Pregnant African American Women. Cases in Public Health Communication & Marketing. 2010; 4: 28-56.
Solution:Coalition-based campaign with social marketing and community outreach - founded in research
Team:Virginia Commonwealth UniversityNational Center for Minority Health and Health Disparities at NIHCDCyenergy-SM
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One Tiny Reason to Quit:
Sepulveda A; Wilson D; Garland S; Dubuque S; Singleton R; Kennedy M. One Tiny Reason to Quit: A Coalition-based Smoking Cessation Campaign for Pregnant African American Women. Cases in Public Health Communication & Marketing. 2010; 4: 28-56.
Results:•Significant increase in calls to the quitline from the target audience•Additional learnings
Tactics:•Research-based messaging•30-second radio PSA’s on urban stations•Billboards•Community outreach•Branded cell-phone-shaped tins of
mints, lip balm and magnet frames
44
www.casesjournal.org
cepts, the ad agency developed three poten-tial radio spots and several print options. A convenience sample of women recruited from area clinics and social service waiting rooms provided feedback on the options and clear favorites emerged. Some of the cam-paign planners had different preferences, but became reconciled to following the wisdom of the audience representatives once the photo in the option preferred by women in the clinic had been modified a bit.
Final strategyThe campaign took a two-pronged “mili-tary” approach with mass media (bill-boards, radio ads, bus ads, print ads) for “air cover” and outreach workers trained to deliver campaign messages face-to-face serving as the “boots on the ground.” Out-reach workers were recruited from several organizational members of the PHPC that serve pregnant women in the City of Rich-mond. Radio ads were placed on the sta-tion most frequently endorsed in the focus groups and rated highest by Arbitron for our target audience. See Picture 1 for the final creative copy.
Picture 1. Final Creative Copy
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A Growing Community:American-Muslims
Hasnain, Memoona, MD, MHPE, PhD, Editor. “Patient-Centered Health Care for Muslim Women in the United States: conference Proceedings and Postconference Evaluation Report”, p. 29
Cultural Competence in Health Communications:•Religious beliefs strongly influence the Muslim community’s reaction to health information campaigns•Messaging about preventive screening test is a challenge•Privacy and modesty is basic concept
Communications Campaigns•Must integrate the Islamic perspective•Most health promotion campaigns target risky behavior•Instead reference Quran - it contains health directives•Partnerships with mosques
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Hispanics
54%
Use of Mobile / Digital / Social Networking Amongst Multiracial America
Blacks
30% Asian-Americans
59% MORE LIKELY TO USE:
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Provided by Paco Ideation
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American Heart Association Reducing Heart Disease & Stroke amongst Latinos in the U.S.
Digital: Website, Widgets, BannersMobile: Peer-to-Peer MessagingSocial: Sharing to Promote Behavior Change
Traditional Media to Support
Comedians paired with In-Language Content
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What does this mean to you?
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Identify your demographic growth trends and emerging
communities.
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Hire to reflect the community you want to serve.
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Seek professional advice.Beware of the
“Bilingual Cousin Married to the Receptionist Syndrome”
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Don’t Translate… TransCreate
Or better yet, develop Original and Targeted approaches
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Healthcare is the most important venue for
plain, simple, and effective communications with our
diverse communities.Easy-to-Read...Easy-to-Understand...Easy-to-Use
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Carlos Alcázar
202-725-3972@carlosalcazar