Peter fitz

transcript

By Peter Fitz

Moreland

• Population 150,000

• 32% born overseas

• 37% born in non English speaking countries

• 39.6% Speak a language other than English

Languages

• 132 languages spoken in Moreland

• Cater for 8 languages

• Minorities: 126 miss out

The Pilot

• 2006 gathered 450 pages of guff

• Everyone wants to tell their story

• Not many want to pay

• Start with a storyboard

Our community• Characters to tell stories

• Activity and scenery

• Testing positive

Testing

• Do characters offend?

• Do we tell a story?

• Get messages thru?

Learnings

• Show through characters

• People like the characters

• The message gets thru

Early efforts

• First printed in 2007

• Council supported the project

• Funded for 5 years

Local Government

Local Laws

• Tell a story

• Strong visuals

• Resist dot points

The Yarn

• Not necessary to translate into every language

• If story is strong message gets thru

• Must be engaging and interesting

• Keep stories intact

• Distribution is a challenge

• LG clip art

Influenza

Use in press ad

World environment week

The process

• Words

• Visualise and illustrate

• Test and test again

• Experiment until it works

Essentials

• Testing with CALDs is vital

• Ask what works

• Show a mix of people

• CALD’s like being asked

Listening

• CALDs teach us

• What we think isn’t what they think

• They will tell you

Examples

The gambling example

Story telling

• CALDs understand stories

• Dot points are hard to follow

• Don’t tell a story using dot points

Design

• Policy important

• Policy does not communicate

• Got to design communications

• Try something

Focus group testing

• May 2010 Spectrum Migrant Resource Centre evaluate story boards

• Focus groups assessed four story boards.

Assyrian/Chaldeans

Multicultural women

Sudanese Men

Results

87% of respondents said the storyboards are an excellent way of communicating

Results

79.3% said they learnt new things

Results

63% said they would consequently do things differently

Where to from here?

Settling in

NBN in Brunswick

What’s new?

Who knows where CALDS might pop up next

By Peter Fitz

Peter fitz

Technology