1. Waste Reduction Outreach to Spanish-Speaking Audiences
“There’s More to Spanish Outreach than Literal Translations of Your Brochures”
Hugo Mata
C2 Alternative Services
CRRA August 8, 2016

2. Acknowledging Demographics
Latino Immigrant population continues to grow steadily
Largest minority by year 2050 (according to US Census Bureau)
California, highest concentration of Latinos

3. Avoid Assumptions
Latinos do not recycle because they do not care about the environment
A literal translation of already produced materials is enough
All Latinos are Mexican; therefore, all Latinos have same experiences

4. Culturally Relevant Message
Local media, local message
Mini-Dramas (relates to their experience)
Interviews (You are the local experts, participate)
Outreach Materials

5. Outreach Materials Think about demographics (use familiar words)
Do not use a textbook Spanish translation
Include illustrations (make it simple)
Try to accommodate all literacy levels
A small word can change the entire meaning of a sentence, a paragraph or a complete document

6. Cultural Approach Bilingual-Bicultural Staff Approach Audience
Personalized Messages
Approach Audience
Relate to their experience
Be innovative
Have Fun!

7. Local Media Outlets Local Newspapers Local Television Local Radio
Local Magazines
Local Television
Social Media

8. Nuestra Tierra in Sonoma County
Outreach at Community Events
Bilingual and Bicultural Staff
A live hotline (Eco-Desk)
Media Adverting
Other Outreach (local programs)
Head Start, PTA, labor centers
Translations (Cultural)
Broadcast interviews
(Radio and TV)

9. Community Events & Local Organizations
Community Outlets
Community Events & Local Organizations
Direct Outreach to Local Community Organizations (Churches, non-profits, Mexican Consulate, multifamily outreach)
Partnership with Community Health Providers, other Agencies
Labor Centers
Adult Schools (ESL Lessons)
Workshops

10. If You Are Ready to Do Outreach
Without judgement, always presume unfamiliarity with recycling
Highlight benefits of waste reduction
Explain how and what to recycle to reduce waste
Make connections:
Culturally-familiar behaviors
Reusing of materials
Consumption habits

11. Do not Forget to Have Fun!
Hugo Mata
Director for Media and Bilingual Outreach