2015 Summary


MULTICULTURAL

Behavior Study
Waste Management is expanding its first-of-its-kind Recycling Behavior Study to the Latino community in an effort to learn more about habits and beliefs regarding recycling and composting. In 2015, Waste Management finalized the study’s design with innovative recruitment strategies, reviewed the feasibility of the various methodologies for each county and established an implementation plan. The team considered numerous recruitment options and identified the advantages, disadvantages and keys to success with each tactic. Ultimately selecting two methodologies:

  • Hybrid Double-Concurrent Recruitment: Potential respondents will be presurveyed at a strategic central retail location and those who meet the criteria will be scheduled for in-depth surveys at a later date.

  • Combined Organization Outreach: Strategic partnerships are formed with Community Based Organizations (CBO) or Faith Based Organizations (FBO) and advocates within those organizations will be identified to conduct recruiting. Those who meet the criteria will be scheduled for in-depth surveys at a later date.
The team conducted research into the feasibility of the two recruitment options and identified the potential geographic locations in each county where the desired priority audience group lived. The potential CBO/FBO partners and retail locations were cross-referenced with geographic locations to see if these partnerships would help with recruitment of the desired participants. The analysis suggested there was a higher probability of success in Snohomish County through the hybrid double-concurrent recruitment methodology, and in King County through the combined organization outreach.

The Multicultural Behavior Study with a focus on Spanish-dominant speaking residents will be implemented in 2016.


Transcreated Materials
In 2014, Waste Management, King County and Snohomish County launched a transcreation project to develop in-language garbage, recycling and compost guidelines that are appealing and culturally relevant to populations who speak: Amharic, Chinese (Mandarin and Cantonese), Hindi, Korean, Russian, Somali and Vietnamese in King and Snohomish Counties, excluding Seattle.

The purpose of the project is to better communicate Waste Management service guidelines to more community members. To accomplish this, Waste Management, along with King and Snohomish Counties, recruited native speakers to help with the project to ensure the Waste Management signage was culturally relevant. The transcreation model for this project was:

  1. Research and Planning: The research and planning phase included copy-editing and redesigning of the original source content (copy, images and layout) of the guidelines, researching and evaluating word choice and identifying culturally relevant images.
  2. Usability Testing: Usability tests were conducted in a two-phase process over four days. First, four to six individuals from households within each language group were recruited to receive and utilize the in-language guidelines for three days while doing a simple three-day, in-home exercise. On the fourth day, a moderation team interviewed one participant from each household on their experience.
  3. Modifications: At this stage, the results were compiled into a set of actionable directives intended to optimize the effectiveness of the guidelines. These directives then led to changes in copy, images and design, and were informed by the analysis.
  4. Community Review: The community members or “returning” participants were asked to provide any high-level feedback of the copy, images and layout. In all, the transcreation project produced two sets of in-language guidelines for the seven language communities as well as two sets of corresponding English back translated guidelines for each county. This is a total of 90 individual documents produced with new, culturally relevant messaging.


Multicultural Outreach
Waste Management conducted targeted door-to-door outreach to multicultural multifamily properties (MMP) in Snohomish County in late 2015. The goal for this work was to better serve non-English speaking communities in Snohomish County and address language barriers that hamper effective recycling on multifamily properties.

Waste Management provided recycling information in eight languages and provided multilingual tote bags. In addition, waste audits of recycling and garbage containers were performed and new decals (which were both photo based and multilingual) were applied when appropriate. Multilingual staff went door-to-door at targeted properties to speak with residents about recycling and to distribute educational materials, including recycling tote bags. In total, outreach staff visited 29 properties and went door-to-door at 3,343 units. Residents and property managers reported appreciating the multilingual outreach, and were especially appreciative of the recycling tote bags.

For approximately 20 percent of all the residents that received door-to-door outreach, English was not their primary language. The outreach was delivered in seven languages, Amharic, Arabic, Korean, Somali, Spanish, Tigrigna and Vietnamese. A total of 13 languages were identified when going door-to-door including the seven languages mentioned before, as well as Mandarin, Cantonese, Russian, Hindi, Indonesian and Tagalog.


Hispanic Events 2015
For the second year in a row, the Waste Management team expanded its series of summer events to include the Latino community in 2015. The Waste Management Spanish-language Recycling Information Station encouraged families and children in a 30-second hands-on learning opportunity on how to properly sort waste into recycle, compost and garbage bins.

This year, the summer events kicked off at Fiesta Premio Esmeralda, an iconic and wellrecognized Latino community event hosted by Emerald Downs in Auburn, Washington. In July, the team engaged with attendees at Hispanic Seafair, which attracted a very diverse group of Latino community members. Finally, Waste Management participated once again in Fiestas Patrias, the largest community event during Hispanic Heritage Month. At this event, Waste Management collaborated with King County’s Recicla más program to offer a wide variety of information on topics ranging from recycling and composting to textile recycling to the event goers. At these three events in 2015, Waste Management conducted over 800 one-on-one outreach, 786 families received a tote bag and nearly 300 Latino people played the Recycling Information Station’s interactive sorting game. Additionally, 463 people pledged to use the Spanish guidelines at home to recycle right and recycle often. The 62 percent pledging to recycle more and use the tools provided is an incredible increase from 33 percent in 2014.










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