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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
Begin
• 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
Uses
• 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
Examples
Examples
Examples
Examples
Examples
Examples
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