Communication with the New American

Mainstream PopulationPlain Talk

September 7, 2012Carlos Alcázar

Hispanic Communications Network

Cultural SHOCK

Cultural SHOCK

Cultural Competence

Client Partners

Our world is changing faster than it has at any other point in history.

globalchange

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%

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

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

Median age:

Hispanic = 28U.S. general = 37

Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

Younger demographics

Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

Not just the coasts: Hispanics are across the nation

Country of Origin: Hispanics

49.6%NON-HISPANIC WHITE

50.4%MINORITY

Minority Report

U.S. Census: More minority children were born in US

digital changeNot just a change in population

but in the wayand number of ways they connect with one another

Bromley Communications

cultural change

Bromley Communications

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

Anglo

Asian

Black

Hispanic

TheNew America

is a complex

transculturalecosystem

Why not TRANSLATE?

Where’s the “Digital World”?

My kid uses the computer for school.

So that’s what “other people” do on their computer.

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

But what if we make it about “family values”?

What’s Scouting?

What are those words?

When do you take my son off to war?

LifestyleCharacters

Relatable Events

Unique RadioTogether with Calle 13

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

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

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

Hispanics

54%

Use of Mobile / Digital / Social Networking Amongst Multiracial America

Blacks

30% Asian-Americans

59% MORE LIKELY TO USE:

Provided by Paco Ideation

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

What does this mean to you?

Identify your demographic growth trends and emerging

communities.

Hire to reflect the community you want to serve.

Seek professional advice.Beware of the

“Bilingual Cousin Married to the Receptionist Syndrome”

Don’t Translate… TransCreate

Or better yet, develop Original and Targeted approaches

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

Carlos Alcázar

202-725-3972@carlosalcazar