Can You Say ‘Drought’ in Multiple Languages? A Water Conservation Campaign for a Diverse Southern California Urban Water Institute August 27, 2015.

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Presentation transcript:

Can You Say ‘Drought’ in Multiple Languages? A Water Conservation Campaign for a Diverse Southern California Urban Water Institute August 27, 2015

Reaching Diverse Audiences TRANSCREATE In-language meaning TARGET Digital/Social ETHNIC MEDIA Expand outreach Spanish Language Preference $ RESOURCES Improve access to information TRUSTED SOURCE Organizations 2

PEOPLE 50%

AGE Millennials Gen XBaby Boomers Seniors Gen Z

RACE/ETHNICITY

LANGUAGE SPOKEN AT HOME

EDUCATION

OWNERS AND RENTERS 44%56%

DROUGHT AWARENESS

CAMPAIGN SURVEY/FOCUS GROUPS  Online Survey  450 respondents – English and Spanish  9 Focus Groups  Los Angeles, Riverside, Irvine, San Diego  Key take-aways  Most doing something, and could do more  Question their responsibility  Negative response to water waste

“Turn”

The Reveal

Multi-lingual Campaign

Outdoor

Television TV produced in English, Spanish, Mandarin, Korean, Vietnamese

Social Media 22

Social Media

Digital Strategy

 MID-CAMPAIGN Media Impressions, Page Likes, Click through rate and 2 nd step engagement on website, Device rebate activity, water use reports by agency and community  POST CAMPAIGN Survey results, overall activity on bewaterwise.com and es.bewaterwise.com, social media engagement, member agency and community organization feedback Optimizing for Results

Sue Sims Group Manager, External Affairs Metropolitan Water District of Southern California Contact Information

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