Communicating and Working with
Limited English Speakers
AIRS Conference 2010
Rochester, New York
Presented by Patti Walls
Language Line Services
© 2010 Language Line Services
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Overview
 Introduction
 Challenges for I & R Agencies
 Case Studies
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New York City
Toronto
Monterey County
 Conclusions
© 2009 Language Line Services
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Introduction
Language Line Services Overview
Reliable Business
Partner to I&R
Providers
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Serving the industry for over 25 years
More than 170 languages
24x7x365 coverage
2 fully redundant operations centers
Industry leading technology solutions
Interpreter Quality
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Employee-based staffing model
1 in 12 applicants are hired
On-going training, testing and monitoring
Over 40 hours of annual training per interpreter
Operational
Efficiency
 Proven industry leading service metrics
 24 hour operation with customers in 30 countries
© 2009 Language Line Services
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Introduction
Over 25 years of innovation, in a changing world…
Malcolm
Baldrige
Award
1982
Founded by SJ
Police Officer
Influx of Hispanic
and Asian Population
1989
Strategic Business
Unit of AT&T
LA Riots
1993 1994
1 Million
Interpretations
9-1-1
Training
Program
1998
10,000th
Customer
Northridge
Earthquake
Atlanta Olympic
Games
TeleInterpreters
joins the
organization
LLS Court &
Medical
Certification
2000
2007
2nd Redundant
Site
9/11 &
Aftermath
Rapid Connect
Platform
Hurricanes Rita
& Katrina
2004 Florida
Hurricane
Season
2008
Challenges for I &R Agencies
Budget
 How can you maximize limited resources?
Staffing
 Can you recruit, train and hold great staff?
Public Image
 Could it be improved?
Response Time
 Are call handling times fast enough?
Training
 Is it ever over?
What keeps YOU up at night?
© 2009 Language Line Services
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Challenges for I &R Agencies
Issues with providing service for LEP clients
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Cost
Local language mix/needs
Availability of resources
Appropriateness of resources
Confidentiality
Liability Issues
© 2009 Language Line Services
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Case Studies
Three agencies demonstrate a range of best practices
reaching out to limited English speaking communities to
overcome very different challenges.
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New York City combats domestic violence
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City of Toronto raises profile of 9-1-1 services
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Monterey County 2-1-1 Launch
© 2009 Language Line Services
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New York City
Agency
Challenges
 NYC identified domestic violence among immigrants as
"intractable criminal justice problem”
 Victim established language barrier as #1 problem in
reporting crimes
 Problems go unreported/unresolved
Key Stakeholders
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Outreach Efforts
 Targeted most culturally and linguistically diverse
neighborhoods (foreign language spoken in 84% of
homes), later went citywide.
 Press conference launch
 Community forums
 Radio and television PSA's, plus posters & brochures.
© 2009 Language Line Services
Mayor's Office to Combat Domestic Violence
NYPD and 9-1-1 services
Community based organizations
Federal grant
Language Line Services
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New York City
Police Resource Guides
Created to help officers identify
languages spoken.
On reverse side, domestic
violence resource contact
information is provided,
allowing fast and efficient
referrals for victims.
© 2009 Language Line Services
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New York City
Public Service
Announcements for
Radio and TV
Created in four
languages English,
Korean, Mandarin, and
Spanish.
VIDEO
© 2009 Language Line Services
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New York City
Informational Brochures
Created in five languages
Bengali, English, Korean,
Mandarin, and Spanish.
© 2009 Language Line Services
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New York City
Informational Posters
Created in 14 languages
(Arabic, Bengali, Chinese,
French, Greek, Haitian
Creole, Hindi, Italian,
Korean, Polish, Punjabi,
Russian, Tagalog and
Urdu). These were
distributed throughout the
community.
© 2009 Language Line Services
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New York City
Press Releases
Created in three
languages Korean
Mandarin and Spanish,
and were distributed to
ethnic media outlets
throughout the city.
© 2009 Language Line Services
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New York City
Results:
“In 2005, the Language Line Program, which was
started in Queens, became a citywide initiative that
equips police officers with special telephones that
allow direct access to interpreters in more than 150
languages. Through these efforts, major domestic
violence felony crime has decreased 20% citywide
and family-related homicides have decreased 7%
over the last five years.”
New York City Mayor’s Office to Combat Domestic Violence, October 25, 2007
2006 INTERPRETER ACCESS
● Languages served: 46
● Interpreter Connect Time (average): 18.1 seconds
● Calls served: >2,500
City of Toronto
Agency Challenges
 Over 40% of Toronto’s population speaks a language
other than English or French.
 The accidental drowning of a 9-year old in 2004
highlighted the fact that LEP persons either are not
aware of 9-1-1 or do not think their language is spoken.
Key Stakeholders
 City Councillor Olivia Chow
 City of Toronto Emergency Medical Services (EMS),
Police and Fire agencies.
 Community based organizations
 Language Line Services
Outreach Efforts
 City Councillor spearheaded campaign targeting
neighborhoods with new immigrants, (with focus on
caregivers) Message: 9-1-1 services are available in
150 languages.
 Posters and pamphlets translated in 11 languages were
distributed to schools, libraries, community centers, and
bus shelters.
 Radio and television PSA's, plus posters & brochures.
VIDEO
© 2009 Language Line Services
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City of Toronto
Press Conference
City Councillor Chow
and leaders of the
combined public safety
agencies stage media
event highlighting
transit shelter posters.
© 2009 Language Line Services
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City of Toronto
Brochures and Decals
Promoted campaign
through translations in
10 languages distributed
to targeted areas of the
city, and decals located
on recycling bins.
Images courtesy of Toronto EMS.
© 2009 Language Line Services
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City of Toronto
Results:
 Toronto achieves excellence in 9-1-1 emergency
medical dispatch, due in part, to its language
coverage.
 Overall language access gained a higher profile
citywide, leading to improvement of access to
other vital services.
 Public relations gain for Toronto, seen as very
forward thinking and proactive in outreach efforts.
© 2009 Language Line Services
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Monterey County 2-1-1 Launch
Agency Challenges
 United Way Monterey County tasked with launching new
2-1-1 service countywide.
 Over 47% of people speak a language other than
English at home (~40% is Spanish)
 Far-flung parts of the county hold large pockets of
Spanish speakers.
Key Stakeholders
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Outreach Efforts
 Promotional material included posters, fliers, bookmarks
and bus-wraps, with cost effective Spanish-language
translations.
 Transit agency-sponsored launch-day media bus tour of
far flung corners of county.
Spanish language radio and television PSA’s
© 2009 Language Line Services
United Way Monterey County
County and municipal government agencies
Corporate and community partners
Language Line Services
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Monterey County 2-1-1 Launch
Promotional
Information
Spanish language
translations of posters,
cards and bookmarks
were distributed with
the launch.
© 2009 Language Line Services
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Monterey County 2-1-1 Launch
Launch Day
Local transit agency
sponsored media
bus tour to promote
services in outlying
communities.
Public Service Announcements
Spanish language public service announcements also
launched on local Spanish-language radio and television
VIDEO
© 2009 Language Line Services
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Monterey County 2-1-1 Launch
Results:
 Year One Results:
Projected call volume: 10,000 calls
Actual call volume: 13,000 calls
 35% of calls from LEP callers (primarily Spanish)
 Spanish language calls to 2-1-1 include healthy
volume from remote cities visited during launch day
media tour.
Overall, 2-1-1 proved to be an efficient way to increase
awareness among callers of other programs for which
they were eligible.
© 2009 Language Line Services
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Case Studies: Common Success Factors
 Community collaboration
 Know your target audience
 Appropriate media for each of your LEP touch
points
 Simple messaging translates best
 Quantify-- Measure, measure, measure
(before and after)
Measuring Your ROI: Language Support
 Meeting the language support need
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Language resource mix
Language resource volume
Language resource timing
 Deploying variable cost support for
variable language needs
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Overflow
Off hours
None core languages
© 2009 Language Line Services
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Service Portfolio
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Document Translation
Web Localization
Voice Talent
Multilingual Marketing Support
Bilingual Staff Training
© 2009 Language Line Services
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Informational Resources
http://news.newamericamedia.org/directory/
http://www.ethnologue.com/
http://www.languageline.com/
Questions?
PATRICIA WALLS
Strategic Sales Executive
Email: [email protected]
Phone: 1-800-731-6436
www.LanguageLine.com
© 2009 Language Line Services
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