1. “Healthy Homes. Healthy Families.”
Hispanic Outreach Campaign

2. With so much to do…
why market specifically
to Hispanic families?

3. Over 52 million
Hispanics in the U.S.
16% of the U.S.
population today
IZO Public Relations & Marketing

4. IZO Public Relations & Marketing

5. Hispanic
buying
power
exceeded
$1 trillion
this year.
IZO Public Relations &
Marketing

6. Hispanic
women are
starting
businesses
faster than
any other
market
segment.
IZO Public Relations &
Marketing

7. Latinos make up 12% of
Oregon’s population.

8. Hispanics are the largest
“non white” segment.
Multnomah County = 11%
Washington County = 16%
Clackamas County = 8%

9. English ads are 27% less effective than
Spanish ads in terms of communication.
Source: Roslow Research Group, Spanish vs. English Ad Effectiveness Study

10. English ads are 38% less
effective than Spanish
ads in terms of recall.
Source: Roslow Research Group, Spanish vs. English Ad Effectiveness Study

11. English ads are 27% less effective than
Spanish ads in terms of communication.
English ads
are 70% less
effective than
Spanish ads
in terms of
persuasion.
Source: Roslow Research Group, Spanish vs. English Ad Effectiveness Study

12. We’re Oregonians and we recycle
(we’re recyclers).

16. Top 5 Insights

17. 1. Understand
audience
motivation.
• Save time.
• Save money.
• Do what’s
best for my
family.

18. 2.

19. 3.
Don’t assume people
know the
“why”
behind green
behaviors.

20. 4. Do our homework..

21. 5. Partner with experts to save money
and avoid painful missteps.

22. What’s next
for the
project?
For Metro?