# Presentation: 263321

_**REACHING**_
_**NON-ENGLISH**_
_**SPEAKING MOTORISTS**_
**Presented by Cherrise Boone**
**The Georgia Environmental Protection Division**

** ****Background**
** ****Purpose**
** ****Collateral Material**
** ****Advertising**
** ****Media Initiatives**
** ****Community Groups**
** ****Annual Research Study**
** ****Website**

**AGENDA**

**The Georgia Environmental Protection Division (EPD) manages Georgia’s Inspection & Maintenance (I/M) Program with the purpose of identifying and repairing polluting vehicles to ensure cleaner air.**
**Georgia’s I/M Program consists of 13 counties in metro Atlanta. The largest language groups of non-English speaking motorists in Atlanta includes:**
** ****Spanish Speaking Motorists**
** ****Korean Speaking Motorists**
** ****Vietnamese Speaking Motorists**

**BACKGROUND**

** ****From 1980 – 2000, the Hispanic population increased by 1,032 percent in metro Atlanta.**
** ****Currently, 19.6 percent of Georgia’s population is Hispanic.**
** ****Georgia remains one of the top ten states with the fastest-growing Hispanic population.**
** ****27.4 percent of all Spanish-speaking households in metro Atlanta speak only their native language.**

**BACKGROUND**

** ****From 1980 – 2000, the Asian population increased by 1,090 percent in metro Atlanta. **
** ****Three counties in metro Atlanta have a 25 – 46 percent Asian population while18.3 percent of Georgia’s population is Asian.**** **
** ****34 percent of all Asian language-speaking households in metro Atlanta speak only their native language. **

**BACKGROUND**

**PURPOSE**

**Georgia’s Clean Air Force (GCAF) reaches non-English speaking motorists through a variety of outlets for the following purposes: **
** ****Reach motorists who may have difficulty interpreting or understanding emission testing requirements and procedures due to language barriers**
** ****Increase the knowledge of program information (i.e. testing procedures, repair tips, Program rules and service center locations)**
-  **Promote program resources including collateral material and the website as valuable assets to complement the emission testing experience**

**PURPOSE**

** ****Promote exemptions/extensions available**
** ****Gather feedback while monitoring comments and complaints **
** ****Increase acceptance and awareness levels while enhancing the overall testing experience**
**Outreach initiatives to non-English speaking motorists help deliver GCAF’s key messages and program benefits more efficiently and directly to a greater number of our key audiences. **

**COLLATERAL MATERIAL**

**Tag Office Registration Renewal Insert**
** ****GCAF provides the annual tag office registration renewal insert in Spanish, Korean and Vietnamese versions. The insert is posted online for emission testing stations to download and distribute to county tag offices, waiver centers and community groups. The inserts provide helpful information to assist motorists with the emission testing process.   **
**Spanish Flyer**
** ****A Spanish flyer is provided to community groups highlighting insert information. **

**ADVERTISING**

_**Advertising**_
**GCAF reaches Spanish-speaking motorists through 10 and 15 second traffic sponsorships in Spanish on various Hispanic radio stations. The sponsorships allow GCAF to promote key program messages and direct motorists to the website where they can obtain program information in Spanish.  **

**Hispanic**
** ****GCAF submits press releases and plans media initiatives for Hispanic media outlets including:**
***La Vision******	******	******	******	******Nuevo Impacto Magazine***
***Atlanta Latino******	******	******	******	******Impacto Latino***
***Mundo Hispanico******	******	******	******Georgia Latino News***
***RadioMex (610 AM)******	******	******	******WAZX La Que Buena***

**MEDIA ****INITIATIVES**

**MEDIA ****INITIATIVES**

**“****están viendo la luz” / Seeing The Light!**
**Estudio: los conductores “están viendo la luz” **
**Atlanta. **Si usted posee un vehículo, es muy probable que haya visto o que haya escuchado hablar sobre la luz indicadora de revisión del motor (Check Engine Light en inglés). Pero ¿comprende usted el significado de esa luz?
- Un estudio realizado recientemente por la Campaña Aire Limpio de Georgia reveló que los habitantes de Atlanta están entendiendo cada vez más el propósito de la luz indicadora y su importancia para el sistema de control de emisiones

**Korean**
** ****GCAF submits press releases and plans media initiatives for Korean media outlets including: **
***Cho Sun Daily News******	******	******	******The Korean Christian Times******	***
***Chung-Ang Daily News******	******	******The Korean Southeast Journal***
***Jung Ang Daily Newspaper******	******	******The Korean News in USA***
***Korean Journal******	******	******	******	******The Korea Times Weekly***
***The Korea Central Daily******	******	******The Saegae Timeshe Korea The Korean Times Daily***

**MEDIA ****INITIATIVES**

**MEDIA**** INITIATIVES**

**Vietnamese**** **
** ****GCAF submits press releases and plans media initiatives to Vietnamese media outlets including:**
***Atlanta Viet Bao magazine***
**Spanish, Korean and Vietnamese translations of the registration renewal insert and website content are promoted to all media outlets. Any media coverage of media initiatives is tracked and monitored.**

**COMMUNITY**** GROUPS**

**GCAF partners with key community groups including: **
** ****Georgia Hispanic Chamber of Commerce**
** ****Latin American Association of Atlanta**
** ****Hispanic American Center for Economic Development (HACED)**
** ****Spanish, Korean and Vietnamese restaurant associations**
**GCAF provides program information, promotes available resources and serves as point of contact for speaking opportunities. For example, HACED is currently distributing GCAF’s Spanish flyers to office visitors.**

**ANNUAL**** RESEARCH STUDY**

**The Annual Quantitative Research Study allows motorists to voice their opinions on the program and gathers important information.**
**GCAF defines the population and implements an appropriate sample design. **
**Demographics are collected on a volunteer basis. **
**Each year’s study is invaluable to assess program awareness, acceptance and the testing experience of all motorists. **

**ANNUAL ****RESEARCH STUDY**

**GCAF utilizes each year’s results to plan the following initiatives:**
** ****Design / content of collateral material, specifically in the areas of:**
**	****OBD Education****	****	****Repair Information**
** ****Planning of outreach initiatives to specific demographics**
** ****Determine key messages**
** ****Determine if advertising / marketing efforts from previous year were effective**
** ****Compare trends over time and analyze for possible downward trends**
** ****Budget allocation**

**WEBSITE**

-  The GCAF website, CleanAirForce.com, posts collateral material in Spanish, Korean and Vietnamese including the registration renewal insert and Spanish flyer.
-  GCAF regularly requests all community groups to link to the GCAF website.
-  GCAF provides a link to EPA’s Spanish website.
-  Any pertinent media coverage is posted on the website.

**Questions?**