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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
Contact Information
