Philosophy:

The Latino population is growing faster than any other group in Sonoma County with a growth rate of 8% per year -(La Verdad Marketing & Media 2005) comprising almost 23% of the county’s residents. This guide was developed to enable you to reach the Latino community with your message, e.g. a job opening, a new program, seeking committee or board members, announcements of upcoming events or fairs. These simple guidelines are applicable to any audience. (This document is not for solicitation purposes

Basic Concepts:

• Model diversity by employing bicultural and bilingual staff.
• Staff should be culturally sensitive, non-judgmental, and supportive.
• Staff should have an understanding of the Latino culture.
• Conduct programs utilizing Spanish language speakers or hire a translator.
• Recognize cultural values regarding gender roles.
• When considering location, think of transportation and comfort level of the target audience.
• Create materials in the Spanish language. Depending on the intended audience, use graphics, visuals, using fewer words, omitting jargon.
• Always consider audience literacy level.
• Use more than one medium to get your message out, i.e. newspaper, radio, agencies, school flyers, and churches.
• Your message should emphasize action!