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

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Asks

)

StrategyTo

ols

Activ

ate

Enga

gem

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Asks

Mea

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Resp

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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 Rodden202.360.4105alison.rodden@hcnmedia.com