Can You Say ‘Drought’ in Multiple Languages? A Water Conservation Campaign for a Diverse...

Can You Say ‘Drought’ in Multiple Languages? 

A Water Conserva t i on Campa ign fo r a D iverse Sou thern Ca l i f o rn ia

Urban Water Ins t i tu teAugus t 27 , 2015

Reaching Diverse Audiences

TRANSCREATEIn-language

meaning

TARGETDigital/Social

ETHNIC MEDIAExpand outreach

Spanish Language Preference

$RESOURCES

Improve access to

informationTRUSTED SOURCEOrganizations

2

PEOPLE

50% 50%

AGE

19 & under

20 to 34 35 to 49 50 to 69 70+0%

5%

10%

15%

20%

25%

30%

Millennials Gen X Baby Boomers

Seniors

Gen Z

RACE/ETHNICITY

Hispanic or Latino;

43%

White; 36%

Asian; 12%

Black/African American; 6%

Two or more races; 2%

LANGUAGE SPOKEN AT HOME

Speak only English; 52%

Other Indo-Euro-pean languages; 4%

Asian and Pacific Island languages;

9%

Other languages;

1%

Spanish or Spanish

Creole; 34%

EDUCATION

Less than 9th grade; 11%

9th to 12th grade, no

diploma; 9%

High school graduate (in-

cludes equiva-lency); 21%

Some college, no degree; 22%

Associate's degree; 8%

Bachelor's degree; 19%

Graduate or pro-fessional degree;

10%

OWNERS AND RENTERS

44%56%

DROUGHT AWARENESS

CAMPAIGN SURVEY/FOCUS GROUPS

Online Survey450 respondents – English and Spanish

9 Focus Groups Los Angeles, Riverside, Irvine, San Diego

Key take-awaysMost doing something, and could do more

Question their responsibilityNegative response to water waste

“Turn”

The Reveal

Multi-lingual Campaign

Multi-lingual Campaign

Outdoor

Outdoor

Television

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

22

Social Media

Social Media

Digital Strategy

MID-CAMPAIGN

Media Impressions, Page Likes, Click through rate and 2nd 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

ssims@mwdh2o.com

Contact Information