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Harnessing Iconography to Communicate with Diverse Communities
Anita CeravoloCommunity Development - Access & Inclusion – Auburn City Council
Overview of Auburn CitySuburbs
Population
Communication Challenges
Overview of Auburn CitySuburbs Include:• Auburn
• Berala
• Lidcombe
• Regents Park
• Rookwood
• Silverwater
• Sydney Olympic Park
• Wentworth Point
• Newington
Overview of Auburn CityPopulation: 85.446• 56.9% born overseas (126 countries)
• 27% arrived in Australia in last 5 years
• 71% speak a language other than English
• 18.7% are not fluent in English
• 15.4% of the population have some form of disability
• 4.5% have a profound to severe disability
• 10% of residents are caring for a person with disability
Overview of Auburn CityCommunication Challenges:
• 67 languages
• Illiteracy
• Transient population
• Low home internet access
• Layers of disadvantage :Poverty, education levels, asylum seeker population.
• Cultural stigma associated with ageing and disability
Icons as a Communication ToolThe Power of Icons
Icons as a Communication ToolThe Power of Icons
• Combining icons with text improves communication and learning by 89%
• People remember 10% of what they hear, 20% of what they read, but 80% of what they see
• 83% of human learning occurs visually
Icons as a Communication ToolThe Power of Icons
• Communicate information faster than words
• Can be understood by diverse audiences
• Can communicate a lot of information without taking up a lot of space
• Icons can visually define a concept
Auburn Case StudiesCommunity Consultations
Talking Care of Our Seniors
Community Services Directory
Auburn Case StudiesCommunity Consultations
Consulting with CALD communities
• Wordless consultation exercise
• Surveys translated into six languages
• Consultations delivered to existing social groupings in own language
Auburn Case Studies
Taking Care of Our Seniors
Engaging with CALD Communities
• A referral pathway for isolated seniors
• Community Partnership
• Utilised existing resources
Auburn Case Studies
Community Services Directory
Communicating with CALD Communities
• Two referral pathways
• Icons to demonstrate service types
• Translated into 12 languages
Benefits & DisadvantagesBenefits
Disadvantages
Best Practice
Benefits & Disadvantages
Benefits
• Cost effective
• Communication efficiency
• Avoid confusion in messages
Benefits & Disadvantages
Disadvantages
• Some concepts are not easy to represent visually
• Interpretation of icons can vary, based on background, experience and perspective
• No database
Benefits & Disadvantages
Best Practice
• Icons to supplement text-based communication
• Consult with communities to test the image and text
• Partner with cultural organisations to distribute
• For residents
Icons as Part of a CALD Communication StrategyResearch the Community
Develop Strategic Partnerships
Foster Leadership
Part of a CALD Communication Strategy
Research the Community
Cultural Diversity & Social Identity
• Social identity can facilitate or inhibit communication
• Certain issues can be stigmatised by social groups
• Inter group rivalry
Part of a CALD Communication StrategyDevelop Strategic Partnerships
Which organisations can help you communicate to CALD groups, address issues and build capacity in the community?
• Interagencies
• Events
• Projects
• Public Communication
Part of a CALD Communication StrategyFoster Leadership
Work with Community Leaders
• Surveys
• Online activity
• Forums & Workshops
• Focus groups
• Events
References:• “Visual Language and Converging Technologies in the Next 10-15 Years and
Beyond” by Robert E. Horn, Stanford University, Dec. 2001.
• “Syntactic Theory of Visual Communication” by Paul Martin Lester, California State University at Fullerton, 1994–1996.
• “Presenting Effective Presentations with Visual Aids” by U.S. Department of Labor, OSHA Office of Training and Education, May 1996.
• “Ethnicity and the Stigma of Disabilities” Psychology and Health, 16, 699 – 714, Saetermoe,C.L, Scattone, D. & Kim, K.H. 2001.
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