Including Cultural Agents in
Communication (one idea)
Emergency & Community Health Outreach
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What is ECHO?
• Emergency & Community Health Outreach
• Since 2004Coalition of partners across Minnesota
• Positioned to satisfy a growing need of LEP info
– MN population up 11%
• 350K “census known”
• (By 2030, Up 27%)
– Rising # of refugees and
immigrants
• Mpls: 3 of 5 kids LEP
• St. Paul: 2 of 3 kids LEP
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–Fastest Growing
•Latino (Up 4x since ’90)
•Hmong (60K Twin Cities)
•Somali (Up 1,000/year)
ECHO’s mission…
“To
“To leverage
leverage partnerships
partnerships to
to develop
develop and
and
deliver
deliver vital
vital health,
health, safety,
safety, emergency
emergency and
and
civic
civic engagement
engagement information
information to
to help
help the
the
ever-changing
ever-changing and
and diverse
diverse population
population
integrate
integrate and
and become
become successful
successful in
in our
our
communities.”
communities.”
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Our model…
(developed in 2004)
English-language media
&
Non-English-language media
Public Health Education &
Emergency Communication
ECHO TV
(Public
Television)
ECHO
Phone
Info line
ECHO
eBulletin
Network
ECHO
Partner
Systems
Limited English Proficiency
(LEP) Populations
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ECHO Website
Streaming TV & Advisories
(www.echominnesota.org)
Branding ECHO’s Elements…
• LEP Communication “Network”
• Redundant communication tools
• Common content but tailored for
cultural information needs
• Bridges communication gap
between “officials” and “cultures”
• Builds trusted resource for LEP’s
• Aids emergency communications
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1-888-883-8831
ECHO TV…(launched in 2005)
KGFE
KAWE
KWCM
KFME
KWCM
WDSE
KAWB
KWCM
KTCA/KTCI
KWCM
KWCM
KSMN
KWCM
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KWCM
KSMQ
• Monthly shows
• Emergency TV
• Multiple
languages
• Bi-lingual
spokespersons
• 9,500 metro avg.
viewers monthly
• Statewide in 2008
“New” echominnesota.org
• Streaming video available for all content • Hits per month (avg): 1,500
• Common use: ESL curriculum
• Advisories & Alerts (E-subscribers)
ECHO Phone…1-888-883-8831
(launched in 2006)
• Faster updates
• More languages
• Partner-directed resource
• Recorded line
“This is the ECHO Information Line.”
“Si desea obtener información en español, marque el uno (1).”
“Yog xaav nov ua lug Moob, nyem ob (2)”
“Haddii aad af Soomaali rabto, taabo lambar saddex (3)”…etc.
“A potentially dangerous disease outbreak has been identified
by health authorities…”
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ECHO Partners…(ongoing)
• Connects local officials to
local LEP residents
• Builds relationships between
cultural leaders & officials
• Caters to unique Metro vs.
Greater MN needs
• Supports “non-tech” delivery
• 75+ partners to date….
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Our Vision—Emergency Activation
• ECHO will function as an integral part of Minnesota’s
emergency response communications system
• ECHO will work to removing limited English speaking skills
as a barrier to receiving critical information in an emergency
• Build on ECHO “Brand” and model reaching LEP
communities with emergency info
• Build capacity to sustain and maintain ECHO as a public
health, safety and emergency communications
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Statewide health emergency
Local Public
Health
Health Care
Providers
Internal POCs -MDH & HSEM
Governor
Voluntary
Agencies
Other state & federal
agencies – CDC, Agriculture,
Animal Health, MPCA,
MnDOT, others
Local Emergency
Management
Law Enforcement
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Business
Community
Activating ECHO in emergency…
Incident Commander
Safety Officer
Public Information
Officer
Liaison Officer
Operations
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Planning
Logistics
Finance and
Administration
Message development & delivery
Approved Messages
TV
Web
Phone
Flyers
Translations
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eAlert to
Partners
e-Bulletin
Hotline
Scripts
News
Release
Expands with response…
Consistent messaging at all levels.
Centralized resource (saves time).
Credibility of ECHO “brand.”
ECHO is…
…local when EOC is local.
…regional when EOC is regional.
…statewide when EOC is statewide.
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ECHO Today: Community Based
• From Steering Committee…
–
–
–
–
ECHO’s
Mission
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Mostly government agencies
Mostly public health
More tools - Outreach
2004-2008
• To Non-Profit BOD….
– Diverse resources & skills
– Strategic Plan - Accountability
– Broader mission – more ‘emergency’
use (“Do more with less”
– Changing demographics
The Voices of ECHO Making a Difference…
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ECHO Usage Report 2009….
Unique Hits in 2009
55847
YouTube
Communication Tool
Total Unique Hits for 2009:
504,252
Unique Hits are defined as:
153780
TV
total audience size
7961
Phone
Unique Hits in 2009
times
37336
E-Alerts
249328
Web
0
number unique messages
sent.
50000 100000 150000 200000 250000
No. of Unique Hits
Emergency Use Examples: 1) H1N1 2) Bad Fish!
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Questions / Discussion?
www.echominnesota.org
[email protected]
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