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Transcend the Translation: Integrating Multicultural Communications into Your Recycling Program
Mon 17 Aug, 2020 10:45–12:15, Room 3add to calendar
PRESENTATION TOPIC
EDUCATION & OUTREACH
Session Description

In 2019, The Recycling Partnership surveyed cities, MRFs and residents throughout California to understand the current state of curbside recycling on the West Coast. 

The results? Education efforts around the recyclability of a material will not succeed unless and until we speak to residents in a way that resonates with them and the materials found in their household.

During this interactive webinar, Partnership staff will present the results of those surveys and share tips and resources to educate residents in a way that not only provides them necessary information, but also incites them to change their behavior.

Additionally, Partnership staff will bring two partners to the stage – Cascadia Consulting and C+C, a Seattle-based public relations and social marketing firm. Julie Bryant, Co-Director of Cascadia Consulting Group’s California office, will present the findings of a literature review commissioned by The Recycling Partnership which studied over 100 articles to better understand the universe of research available around behavior change strategies for multicultural community participation. The research identified several themes across articles including key barriers and motivators to behavior change. Julie will present the research findings including how thoughtful identification of one’s audience and developing an understanding of beliefs, values, and practices of the audience of focus will support effective outreach and education to improve recycling participation.

Andrés Rodriguez, Multicultural Account Supervisor at C+C, will challenge audiences to discover the differences between translation and transcreation, which involves a new strategy around language and context. He’ll lead audiences through interactive exercises that showcase the importance of context and prove why, as communities, we need to transcend the translation for effective communication.

Speakers
[photo]
Elizabeth Schussler, The Recycling Partnership
Title:
Senior Director Social Change, Behavior and Impact
Speaker Biography:

A magical mix of visual designer and creative thinker with keen insights on behavior change, Elizabeth brings over a decade of recycling-specific communications experience to The Partnership. As Senior Director Social Change, Behavior and Impact, Elizabeth builds operationally-sound outreach programs and resources to mobilize measurable action. She has honed her ability to address technical recycling challenges through visual and human-centered design via her work with university recycling programs, the Association of Postconsumer Plastic Recyclers, the Southeast Recycling Development Council, RRS, and a variety of brands and retailers. Original, funny and smart, Elizabeth and her family call Asheville, NC home.

Abstract Title:
An Introduction to Behavior Change
Speaker Abstract:

Elizabeth's presentation will do the following: 



  • Prime the audience to think about their residents differently and how to talk to them in a way that makes sense to them

  • discuss the importance of segmenting audiences

  • bring an academic perspective to this municipal issue, and cite case studies from her own research in the field as well as other experts

  • introduce the topic of trust into the conversation: why is it important, how do you build it, and how it shapes your brand

[photo]
Julie Bryant, Cascadia Consulting Group
Title:
Co-Director
Speaker Biography:

Julie is the Co-Director of Cascadia’s Oakland, CA office, serving in the role with fellow Co-Director Julia Chang Frank.  She leads our Bay Area team’s public sector zero waste planning and outreach efforts. Julie has over 15 years of zero waste experience, including eight years serving as the City Government Zero Waste Senior Coordinator at the San Francisco Department of Environment where she administered contracts and managed the resource recovery and waste prevention programs for the City’s 30,000 employees and over 1,000 facilities.

Abstract Title:
How Does Your Program Measure Up?
Speaker Abstract:

Julie Bryant, Co-Director of Cascadia Consulting Group’s California office, will present the findings of a literature review commissioned by The Recycling Partnership which studied over 100 articles to better understand the universe of research available around behavior change strategies for multicultural community participation. The research identified several themes across articles including key barriers and motivators to behavior change. Julie will present the research findings including how thoughtful identification of one’s audience and developing an understanding of beliefs, values, and practices of the audience of focus will support effective outreach and education to improve recycling participation.

[photo]
Andrés Rodriguez, C+C
Title:
Multicultural Account Supervisor
Speaker Biography:

Recruited Spring of 2018, Andrés brings more than five years of multicultural marketing experience managing cross-cultural teams in fast-paced environments for all types of businesses.

Abstract Title:
Why Context Matters and How to Account for It
Speaker Abstract:

Andrés' presentation will do the following:



  • explain translation vs. trans-creation

  • showcase examples of how a brand or organization has implemented this ideology

  • demonstrate firsthand the importance of context (through games, activities, etc.)

  • explain how to implement the power of intepretation 

  • cite C+C's work with the City of Seattle and provide updates on their outreach progress

Moderator
[photo]
Asami Tanimoto, The Recycling Partnership
Title:
West Coast Liaison