.jpg%3Ftable%3Dblock%26id%3D65475f58-becf-47f9-81c7-7d0e7bf45ed5%26cache%3Dv2&w=3840&q=75)
Rachael VorwerkA co-design workshop with Penrith residents found that culturally and linguistically diverse (CALD) people are being left behind in bushfire preparedness; we created an animation to reach these groups.
Challenge statement
The local government area of Penrith City Council in NSW is home to many culturally and linguistically diverse (CALD) people, in fact 23% of their community are born overseas from over 110 countries. 20% of their community speak a language other than English, making up more than 80 different languages. Penrith is also not historically considered a bushfire-prone area.
After two co-design workshops with a mix of Penrith local business owners, council workers and culturally and linguistically diverse support workers, we found that CALD communities were hard to reach and more resources needed to be allocated for translated in-language resources.
What the client wanted [Penrith City Council]
Residents of Penrith City Council wanted to see in-language resources that help the local CALD communities to better prepare for bushfires.
Consulting with firefighters in the region, we distilled that the key desired call to action was to help CALD residents to understand firefighters’ responsibilities in a bushfire, and to build their understanding of how to evacuate.
.jpg%3Ftable%3Dblock%26id%3D044e0505-d947-4538-9dc6-f4d97d8cf19e%26cache%3Dv2&w=3840&q=75)
Impact
The ClimateThrive team – in consultation with translation company Ethnolink – created four in-language animations in Italian, Dinka, Lebanese Arabic and English (stay tuned, these will go live shortly). These underwent checks for style, language and cultural sensitivities.
The animations informed households about the limited resources firefighters have during a bushfire, before encouraging them to take responsibility for their own evacuation, rather than waiting for a knock on their door.
The animations will be housed on the Penrith City Council website. In-language social media will be disseminated through WhatsApp groups via the Council’s Community Capacity Lead which is aiming to promote the animation to reach Italian, Dinka, Lebanese Arabic and English speakers.
.jpg%3Ftable%3Dblock%26id%3D039f9659-bfa4-4cfe-8e04-840c1085df95%26cache%3Dv2&w=3840&q=75)
Contact us today
If you’re interested in developing an animation for your community, contact us today at hello@climatethrive.com.
The nitty gritty details
Step 1: Facilitating two co-design workshops
- The team conducted a 1.5 hour workshop with local business owners, council workers and culturally and linguistically diverse support workers to map out the bushfire preparedness challenges in Penrith.
- The workshop uncovered that Penrith had multiple language groups and that these communities are most at risk of slipping through the cracks.
- Videos and storytelling were identified as an effective communication method for people with a second language.
Step 2: Understanding Penrith’s cultural and linguistic diversity
- The ClimateThrive team conducted research into Penrith’s largest language groups via ABS data and Council surveys.
- Three languages were identified including Dinka, Lebanese (Arabic) and Italian.
Step 3: Distilling the key message
- Working with Penrith firefighters, the key challenge for CALD communities was empowering them with knowledge on how to evacuate in a bushfire, rather than waiting for a knock on the door from a firefighter.
Step 4: Developing and translating the animation script
- Working closely with Penrith City Council staff, the team developed a script that aligned with the Council bushfire preparedness messaging
- The ClimateThrive team worked with translation company Ethnolink to translate the animation scripts into Dinka, Lebanese Arabic and Italian.
- Voiceover talent provided feedback on the script, and recorded it in-language.
Step 5: Developing the imagery
- Our user experience developer, Dan Steen, designed the animation for the three languages.
- These designs underwent cultural sensitivity checks, including dress type, family make-up and even furniture type.
- Imagery was adapted to suit feedback from the Ethnolink team.
Step 6: Disseminating the animations to the community
- Penrith City Council and ClimateThrive have agreed on a coordinated communications strategy to disseminate the animations to the relevant community members in language.
- Whatsapp groups have been identified as the main form of dissemination, in which the Council’s Community Capacity Lead had existing strong relationships.
- Key messaging was agreed upon by Penrith City Council and ClimateThrive, which were translated and turned into easily-shareable in-language social media tiles.
- A media release was also disseminated in English by Penrith City Council to community members, as an alternative communication method for multi-lingual speakers.
Step 6: Disseminating the animations to the community
- Penrith City Council and ClimateThrive have agreed on a coordinated communications strategy to disseminate the animations to the relevant community members in language.
- Whatsapp groups have been identified as the main form of dissemination, in which the Council’s Community Capacity Lead had existing strong relationships.
- Key messaging has been agreed upon by Penrith City Council and ClimateThrive, which will be translated and turned into easily-shareable in-language social media tiles.
- A media release is planned to be disseminated in English by Penrith City Council to community members, as an alternative communication method for multi-lingual speakers.
Active Sustainability Development Goals (SDGs):
Goal 4: Quality Education
Goal 11: Sustainable Cities and Communities
