Case Study
Approach in Action
Adaptation of a foster parent recruitment brochure from English to Spanish to include key explanatory information, anticipate additional questions, and ensure the viability of the brochure’s call to action with the intended audience in mind.
CLIENT: A nonprofit coalition of foster care agencies in Michigan
MATERIAL: A foster parent recruitment brochure (print)
INTENDED AUDIENCE: Spanish-speaking adults residing in the county served by the coalition
SPECIAL CONSIDERATIONS: A real need to effectively reach eligible Spanish-speaking adults willing and able to take in children who speak only Spanish
TEAM: Emily Hunsberger of Tertulia, with editing help from Selene Lacayo
Challenge
Translation of the phrase “foster care,” since there is no standard translation for this phrase in US Spanish or other varieties of Spanish.
Ensuring that the intended audience understands what foster care is, since government-
regulated foster care is not necessarily something that exists in the country of origin of the reader or is the same from country to country.
Solution
We used the phrase “crianza temporal” as the translation of “foster care,” based on the use of this phrase in federal government documents and websites. We have seen the phrase translated in different ways, but we respect the federal government’s high standards for Spanish translations in terms of both accuracy and accessibility to the widest possible Spanish-speaking audience. Also, we added a general explanation of what foster care is in the US.
Challenge
Underlining the need for more Spanish-speaking foster parents.
Solution
Per discussions with the client, we added a note about the need for Spanish-speaking families willing to provide care for children who only speak Spanish.
Challenge
Ensuring that the call to action is accompanied by clear information about how the intended audience of the Spanish-language brochure can contact a representative that speaks Spanish.
Solution
Per discussions with the client, we confirmed the name and contact information of the representative who would be able to field inquiries in Spanish. Knowing that many Spanish speakers are bilingual, we also noted that all the partner agencies could receive inquiries in English.
Challenge
Anticipating additional questions from the intended audience about eligibility requirements.
Solution
With the understanding that it is more likely for Spanish-speaking readers born outside of the US to be less proficient in English than those who are born here, we anticipated that they might have more specific questions regarding eligibility. In this case, the client confirmed that US citizenship is required, but proficiency in English is not, so we added those details.
Challenge
Clarifying that certain communications materials to which the intended audience is directed will not be in Spanish.
Solution
We added a clarifying note that the information available via the website and the general phone number provided is in English.
