Removing Language Barriers:
Reaching Your Spanish Speaking
Audience
Communications Tune Up Webinar Series
MAXIMUS Center for Health Literacy
Translation Services Group
Mercedes Blanco – Victoria Williams
August 15, 2014
1
Why translate?
2
Benefits of
translation

Makes communication
possible

Improves health literacy

Reduces barriers to health
care
3
Spanish
speaking
population

National Hispanic Heritage
Week, 1968

58 million Hispanics, 2012

Nation’s largest ethnic
minority

17% of U.S. population
4
Characteristics
of Hispanic
culture

Do all Hispanics share the
same culture?

Which is the most prevalent?

Are there any shared
characteristics of Hispanics?
5
The intangibles
English speaker
Spanish speaker
6
How many
people really
need translation?

Demographics have
changed

The number is growing
every day
7
8
What happens
when health care
consumers don’t
have access to
translations?
No or little access to
needed services
 Need to depend on
intermediaries
 Less privacy

9
Translation
bridges the gap
10
What do we
mean by
translation?
Is translation the process of
finding an equivalent word
in the target language for
each word in the original
document?
11
Common
problems in
translations

Word-for-word/literal
translations

Literacy level

Use of false cognates

Grammatical errors,
misspellings, accents,
punctuation marks

Cultural appropriateness
12
Word-for-word
literal
translations

Adapt!

Read carefully

Understand the content

Use common words to
express the concepts
13
Adaptation
Adaptation is the
translator’s ability to read
and understand the source
text, and then translate
using vocabulary and a
writing style that members
of the target audience are
likely to understand.
14
Why is tone
important?

Implies writer’s attitude
toward subject and audience

Established by words,
phrases, images

Persuades, educates, informs

Speaks directly to audience

Varies by content
15
How can I find
a translator
who can adapt?

Can she write well?

Does he know something
about the field?

Does she understand the
target audience?

Is he aware of cultural
nuances?

Can she create meaningful
examples and images?
16
Literacy Level Among Hispanics
Level 1
Level 2
Mexicans
54%
25%
Cubans
46%
20%
Puerto Ricans
51%
58%
Central and South Americans
53%
25%
Other Hispanics
31%
25%
17
Use plain
language to
address health
literacy

Common words

Short sentences

Friendly tone
18
Native speaker
19
What else
should I keep
in mind?

Style

Consistency
20
Use of false
cognates
(false friends)
Application is often
translated as aplicación

Aplicación means
assignment

Instead, use solicitud
21
Grammatical
errors
For clients in the city of
Chicago, if the box below is
checked it applies to you or
someone in your assistance
unit.
Para los clientes de la ciudad
de Chicago, si el encasillado
de abajo fue marcado,
significa que se aplica a
usted o su unidad de
asistencia.
22
Use appropriate examples:
Cultural
appropriateness
The doctor sent the patient to
the Ob Gyn.
El médico envió a la paciente a
ver al doctor de señoras.
23
Is the image culturally appropriate?
24
Formatting
25
Expansion
English
Spanish
This document can be provided upon
request in alternative formats for
individuals with disabilities. Other formats
may include (but are not limited to) large
print, Braille, audio recordings, Web-based
communications and other electronic
formats. Email [email protected],
or call 1-800-699-9075 (voice) or TTY 711 to
arrange for the alternative format that will
work best for you. You can get this application
in another language or you can get an
interpreter. Call 1-800-699-9075 or TTY 711.
Podemos proporcionar, sobre pedido,
este documento en formatos
alternativos para personas con
discapacidades. Estos formatos pueden
ser (entre otros ) impresos en letras
grades, Braille, grabaciones de audio,
comunicaciones en internet y otros
formatos electronicos. Envíe un email a
[email protected] o llame al 1800-699-9075 o al TTY 711 para pedir el
formato más conveniente para usted.
También puede recibir esta solicitud en
otros idomas o puede obtener un
intérprete. Llame al 1-800-699-9075
(TTY 711) para obtener la solicitude en
el idioma más conveniente para usted.
26
Make your
expectations
clear

Error free

Fifth grade level

Appropriate examples

Images that speak to the
audience

Friendly, encouraging tone
27
Field test

Watch

Ask

Listen
Final words
of advice
28
Thank you!
29
Thoughts and
Questions
30
You can revisit this and previous webinars
at maximus.com/webinars.
31
For copies of one or more of these
manuals produced by the Center for
Health Literacy, send an email to:
[email protected]
32
Save
the date
To get the latest updates,
send an email to:
[email protected]
33
Thoughts and
Questions
34
healthliteracy
@maximus.com
35