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A Latino Youth Digital Media and Partnership Mobilization Initiative

A Latino Youth Digital Media and Partnership Mobilization Initiative. Alison Rodden Hispanic Communications Network Health STAT | 10.24.13. HCN National Affiliate Radio Network 274 Spanish-language radio stations 76 Markets. people. Opportunity. Goals. PRIMARY

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A Latino Youth Digital Media and Partnership Mobilization Initiative

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  1. A Latino Youth Digital Media and Partnership Mobilization Initiative Alison RoddenHispanic Communications NetworkHealth STAT | 10.24.13

  2. HCN National Affiliate Radio Network 274 Spanish-language radio stations76 Markets people

  3. Opportunity

  4. Goals • 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 spaces48% of urban Latino children kept inside because of neighborhood safety • CDC 2010, Leadership for Healthy Communities 2010.

  5. New Teen Force Hispanic Teens: 23%By 2020, 62% teen growth (vs 10% GM)10 year younger than avg US teen population Group with strongest environmental affinity and concern stewardship, conservation, environmental justice Nielson Company, 2010, Univision Communications 2012, AAHA 2012

  6. Early Adopters 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 Fox News 2013, Reuters 2012

  7. Solution

  8. ArchitectureReplicable, Sustainable(and very affordable) • 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) Hi-Return USFS JobsProgramsCareers Hi-Touch PartnersField Trips Hi-Tech Contest

  9. Strategy Offers(vs Asks) ToolsActivate Engagement AsksMeasurable Responses

  10. Platforms • Registration Form • Entry Form • 1,511 Visits • Safari 29.1% Visits Ministe (WP)

  11. GTG Facebook Page – Sample Youth Posts Platforms • 138 Likes

  12. Partners’ FB Pages Platforms

  13. Platforms Samples: Urban Semillas Girls Scouts of Greater LA California Convergence Sample Posts onPartners’ Websites

  14. Results 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 OutdoorsAverage 75% spend 1-4 hours outdoors Social Media 78% Facebook 36% YouTube 47 Partnering LYSOs & ECOs Program Integration 64% Digital Flyers 60% Social Media 60% Word of Mouth 50% • 2011 Pilot I vs 2012 Pilot II: • Youth entries ↑ 56% | Partnerships↑ 53%

  15. Challenges • 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

  16. Recommendations • Annual Spring & Fall Contests • Year-Round Social Media Activity • Youth Leaders as Social Initiators

  17. Judges’ AwardHonorable Mention • Diego Rodrigues GetTheGreen, What This Means To Me

  18. Judges’ AwardGrand Prize Winner • Jesse • Ochoa Tai Chi Sunset

  19. Judges’ AwardGrand Prize Winner • Arianna Fleming • Video: “We’re Nature Freaks We Know It”

  20. 2012 GetTheGreen Team

  21. Alison Rodden 202.360.4105 alison.rodden@hcnmedia.com

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