Large Expectations, Small Budgets: Getthegreen.Org, a Latino Youth-Generated Digital/Social Media and Community Mobilization Initiative

Background: Multicultural social marketers often face the challenge of meeting numerous federal client goals with a small budget, even when addressing the fastest growing and most underserved populations in the US. This presentation focuses on effectiveness of approaches and lessons learned creating a Latino youth and community mobilization model based in digital/social media for the USDA Forest Service (USFS) under $90,000 scalable for use in multiple USFS Regions/local markets.

Program background: For the USFS and its Southern California Consortium (SCC), Hispanic Communications Network (HCN) developed the GetTheGreen.org Youth in Nature Photo & Video Contest – a youth-generated digital/social media and community mobilization initiative– designed to:

1. Address nature deficit disorder among Latino youth, the fastest growing population segment in the US;
2. Reverse Latino underrepresentation in USFS programs and workforce by involving more youth and parents in USFS youth programs, career opportunities and local National Forests;
3. Open doors for USFS to develop sustainable working relationships with Latino youth-serving organizations (LYSOs) and environmental community groups (ECOs);
4. Develop public-private partnerships to increase project investment beyond USFS.

In Spring 2011 and 2012, HCN pilot tested the GetTheGreen.org Youth in Nature Photo & Video Contest with USFS-SCC. Students ages 13-18 in the greater Los Angeles 5-county area submitted digital photos/videos of their outdoor activities for prizes, including outdoor gear provided by corporate sponsor, REI. To promote the contest, HCN recruited and mobilized LYSOs/ECOs identified by SCC as priority partners to build relationships around the contest and encourage student participation using social media (GetTheGreen.org minisite blog, Facebook). HCN and SCC also collaborated with OBA to host partnering LYSOs’ students and parents on field trips to nearby National Forests, with in-person orientations by SCC’s youth program leaders to teach managed recreation and stewardship, and promote youth programs and careers. The contests culminated with an Awards Ceremony where winning youth presented outdoor experiences and perspectives on nature with parents, LYSO/ECO mentors and peers.

Evaluation Methods and Results:  During the brief 6-week (Spring 2011) and 8-week (Spring 2012) pilot contests, as part of an informal evaluation approach negotiated to meet the limited budget and timeframe, HCN collected quantitative/qualitative data from youth via Registration/Entry forms and Field Trip surveys; and, from LYSOs/ECOs via an online survey to share with USFS’ Research Station. Between the 2 pilots, GetTheGreen.org generated 56% increase in youth entries (winning student video reached 1,280 YouTube views in 3 weeks). Partnership recruitment increased 53%, with SCC excelling in new working relationships including an indigenous charter school, select LYSOs, and an Outdoor Nation youth summit. Full evaluation results will be ready by the August Conference.

Conclusions: Buy-in from LYSOs/ECOs proves to generate more Latino youth participation in the contest, making credibility- and relationship-building a priority for USFS. Consistent social media activity, regular communications and semi-annual scheduling of the contest are recommended to strengthen momentum for greater impact/results.

Implications for research and/or practice: For federal agencies to sustainably engage and build relevancy among Latino youth and communities, flexibility, credibility-building, culturally proficient staff and long-term investments are required.