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Presenting to Spanish-Speaking Communities

Presenting to Spanish-Speaking Communities. Challenges and Opportunities. Language: (transcreation vs. translation) Transcreation attempts to convey an image or message identically from English to Spanish without regard to literal phrasing.

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Presenting to Spanish-Speaking Communities

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  1. Presenting to Spanish-Speaking Communities

  2. Challenges and Opportunities • Language:(transcreation vs. translation) Transcreation attempts to convey an image or message identically from English to Spanish without regard to literal phrasing. • Ability to participate: need to provide childcare, transportation, etc. • Cultural experience:many Latinos lack a history of using financial tools, have a tendency to avoid debt and are less likely to have a credit history. • Immigration Status Source: Financial Education in Latino Communities - National Council of La Raza (2004)

  3. 10 Barriers for Latinos • The Patrón-Peón System: Depending on others to take care of you • Mattresses and Mayonnaise Jars: Storing rather than investing money • Mi compadre: consulting (non) experts • Business on a Handshake: The trap of informality • Machismo: more ego can mean less money

  4. 10 Barriers for Latinos… • Don’t be a crab: scarcity and abundance • Fatalism: a divine excuse for doing nothing • The Lotto mentality: getting something for nothing • The mañana syndrome: the pain of procrastination • Pobrecito me: conflicting beliefs and attitudes about money Source: Barajas, L. (2004) The Latino Journey to Financial Greatness. Rayo: NY.

  5. TRUST: The essential elements • Keep financial education: • Immigrant Centered (Latino-Centered) • Culturally sensitive • Socio-economic appropriate • Customized to immigrants’ household, local, or community needs • Designed to be a springboard off survival mode • “Latino-Immigrant Approved” • Involve Latino immigrants in developing financial education solutions • Iterative • Financial education is a process, not a product, that requires constant interaction, reinforcement, and follow-up

  6. Marketed to the Proper Audience • Latino women are typical household decision makers • Sometimes a school-aged household member advises the parents on financial decisions • Tied to Institutions Latinos Trust • Latino immigrants would view providers of financial education more positively if they were tied to Latino companies who know how to get a message across in the proper manner and with the proper timing Source: Exploring Personal Financial Challenges and Opportunities Facing Latino Immigrants - National Endowment for Financial Education (2006)

  7. Successful financial education programs: • Are product-centered • Are customized • Are community-based • Are relevant • Are outcome-oriented Source: Exploring Personal Financial Challenges and Opportunities Facing Latino Immigrants - National Endowment for Financial Education (2006)

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