A Latino Youth Digital Media and Partnership Mobilization Initiative
description
Transcript of A Latino Youth Digital Media and Partnership Mobilization Initiative
A Latino Youth Digital Media and
Partnership Mobilization Initiative
Alison RoddenHispanic Communications NetworkHealth STAT | 10.24.13
people
HCN National Affiliate Radio Network274 Spanish-language radio stations76 Markets
Opportunity
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
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
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
Solution
• 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
Offe
rs
(vs A
sks)
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
• Registration Form• Entry FormMiniste (WP)
• 1,511 Visits• Safari 29.1% Visits Platforms
GTG Facebook Page – Sample Youth Posts
• 138 Likes Platforms
Partners’ FB Pages
Platforms
Samples:Urban SemillasGirls Scouts of Greater LACalifornia Convergence
Sample Posts onPartners’ Websites Platforms
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%
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
• Annual Spring & Fall Contests
• Year-Round Social Media Activity
• Youth Leaders as Social Initiators
Recommendations
Diego Rodrigues
GetTheGreen, What This Means To Me
Judges’ AwardHonorable Mention
Judges’ AwardGrand Prize Winner
Tai Chi Sunset
Jesse Ochoa
Judges’ AwardGrand Prize Winner
Arianna Fleming
Video: “We’re Nature Freaks We Know It”
2012 GetTheGreen Team
Alison [email protected]