Understanding Transcreation for Latino Audiences
Most organizations opt to translate content that they’ve already developed. It’s cheaper and faster. But with just a few tweaks you can usually ensure that you’re producing culturally relevant translations. The process is called transcreation and it adapts content from one language to another while maintaining its original intent, style, tone, and context.
Unlike traditional translation, which focuses primarily on linguistic accuracy and equivalence, transcreation involves a deeper level of creative adaptation to ensure that the message resonates with the target audience culturally and emotionally.
If your budget allows for a campaign that specifically targets Latinos, then transcreation or fresh content is the way to go.
Susan G. Komen for the Cure, the nation’s leading catalyst in the fight against breast cancer, has made great efforts to reach Latinas in Spanish, and even places bilingual outreach coordinators at sites across the United States. In its guide called “Hispanics/Latinas: Developing Effective Cancer Education Print Materials,” the organization shares tips to develop successful campaigns and educational content.
The guide suggests conducting research, consulting with other groups and experts, and creating focus groups to determine how best to relay your key messages. But the one tip that stands out is using themes relevant to the lives of your readers.
Latinos, like other ethnic groups, have specific values, issues and concerns, and these should be addressed in your culturally relevant translations.
For instance, you can weave in:
- Importance of the family for support and decision-making
- Concepts such as fatalismo (fatalism), simpatía (preference for positive interpersonal behaviors) and respeto (deference to authority)
- Language preferences
- Images that reflect the diversity of Latinos, including skin color, because the ethnic group is not homogeneous
The Komen Foundation notes: “If the material does not reflect common themes, philosophies, practices or life situations — or worse, ignores or stereotypes behaviors — your message and objectives will be ineffective and potentially offensive to your readers. Above all, respect personal and cultural differences when addressing the Hispanic/Latina population.”
Latino communities are incredibly diverse, with differences in language, country of origin, traditions, and cultural nuances.
Avoid generalizations and stereotypes by segmenting your audience based on factors such as language preference, acculturation level, and demographic characteristics.
While many Latinos are bilingual or English-dominant, many prefer consuming content in Spanish. Consider creating bilingual or Spanish-language mar materials to reach a broader audience. However, be mindful of language proficiency levels – or the need for plain language translations – and tailor your messaging accordingly.
By implementing some of strategies – and demonstrating an understanding of Latino culture and preferences – you honor your Latino audiences and build lasting relationships with this diverse and vibrant community.