a latino youth digital media and partnership mobilization initiative alison rodden hispanic...
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A Latino Youth Digital Media and
Partnership Mobilization Initiative
Alison RoddenHispanic Communications NetworkHealth STAT | 10.24.13
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people
HCN National Affiliate Radio Network274 Spanish-language radio stations76 Markets
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Opportunity
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PRIMARY
• ENGAGE Latino youth currently underrepresented in USFS programs & workforce
• Build AWARENESS of USFS and connection to Jobs/Careers
SECONDARY
• Nature Deficit Disorder
• Latino childhood obesity (Mexican 25.4% girls -26.8% boys) • Diabetes fastest growing (38.2%)
• Low-income communities lack access to safe green spaces 48% of urban Latino children kept inside because of neighborhood safety
CDC 2010, Leadership for Healthy Communities 2010.
Goals
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Hispanic Teens: 23%By 2020, 62% teen growth (vs 10% GM)10 year younger than avg US teen population
New Teen Force
Nielson Company, 2010, Univision Communications 2012, AAHA 2012
Group with strongest environmental affinity and concern stewardship, conservation, environmental justice
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Early Adopters
Fox News 2013, Reuters 2012
Over-index on everything MOBILEapps, music, video, social media, shopping
Android 34% (vs 26% GM)iPhone 27% (vs 20%)iPad Tablet 21% (16%)
Most Tech-Savvy3 in 4 use social media daily (vs 68%) 49% use smartphones for homework (vs 36%) Primary device: laptop, photo/video camera
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Solution
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• Youth share experiences in nature via a digital photo & video contest. (75 youth entries)
• Partnerships with Latino youth-serving orgs (LYSO’s) and environmental community orgs (ECO’s) (25 partners)
• Public-private partnerships to secure investment beyond GTG (1 corporate sponsor)
ArchitectureReplicable, Sustainable
(and very affordable)
Hi-TechContest
Hi-TouchPartners
Field Trips
Hi-ReturnUSFS JobsProgramsCareers
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Offe
rs
(vs
Asks
)
StrategyTo
ols
Activ
ate
Enga
gem
ent
Asks
Mea
sura
ble
Resp
onse
s
Youth LYSO/ECO Partnerships Private Sponsor
Win Prizes Youth Contest w Prizes New Market Opportunity: Latino Youth
USFS-SCC Summer Jobs
Free Field Trips to Angeles NF
Minisite (WP) Regular Emails, Calls Facebook – Cross Promote
Facebook Facebook – Cross Promote events, brand
Co-Branded Digital Flyers
Flyers (bilingual for LEP parents) Co-Branded Digital Flyers Awards Ceremony, host winners in-store
Use Smartphones to capture your experiences in nature
Integrate outdoor recreation, spending time in nature into existing youth programs
Provide List of Partnering Organizations
Enter Photos/Videos to Win Promote via Website, Social Media Assets, Online Access
Social Media Promotions
Promote via Word of Mouth
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• Registration Form• Entry FormMiniste (WP)
• 1,511 Visits• Safari 29.1% Visits Platforms
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GTG Facebook Page – Sample Youth Posts
• 138 Likes Platforms
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Partners’ FB Pages
Platforms
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Samples:Urban SemillasGirls Scouts of Greater LACalifornia Convergence
Sample Posts onPartners’ Websites Platforms
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47 Partnering LYSOs & ECOs Program Integration 64% Digital Flyers 60% Social Media 60% Word of Mouth 50%
331 Youth Entries 324 Photos | 7 Videos Ages 15, 16 and 17 Grades 10 and 12
Language English at Home 48% Speak / 83% Read Spanish at Home 34% Speak / 11% Read Time Outdoors Average 75% spend 1-4 hours outdoors
Social Media 78% Facebook 36% YouTube
Results
2011 Pilot I vs 2012 Pilot II: Youth entries ↑ 56% | Partnerships ↑ 53%
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Youth participants• Ineligible entries – youth must be in the
photo/video (not a nature contest)• Entry form challenging for age group
Partners• Requesting advanced planning and
repeat contests
Social Media• Long-term social media management
required to create online community
Challenges
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• Annual Spring & Fall Contests
• Year-Round Social Media Activity
• Youth Leaders as Social Initiators
Recommendations
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Diego Rodrigues
GetTheGreen, What This Means To Me
Judges’ AwardHonorable Mention
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Judges’ AwardGrand Prize Winner
Tai Chi Sunset
Jesse Ochoa
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Judges’ AwardGrand Prize Winner
Arianna Fleming
Video: “We’re Nature Freaks We Know It”
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2012 GetTheGreen Team
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Alison [email protected]