asian problem gambling media campaign pearson- asian problem gambling … · • 2012, informal...
TRANSCRIPT
Asian Problem Gambling
Media Campaign
A WORK IN PROGRESS
John Pearson – Multnomah County, Portland,
Oregon - Problem Gambling Programs
Coordinator
Ami Hsu – Oregon Health & Science
University, Director of Intercultural Support
Center
David Hsiao – Clinical Counselor / Problem
Gambling Counselor
Lincoln County, Oregon
Asian Problem Gambling
Workgroup
Multnomah County,
Portland Oregon
Work Group Members and Languages
• Bounsang Khamkeo – Laotian, French,
• Joyann Song – Korean
• Azusa Ogawa – Japanese
• Victor Leo – Chinese
• Ami Hsu – Vietnamese, Chinese
• John Pearson – English
• David Hsiao - Chinese
Presentation Outline
• Campaign Purpose and Goals
• How We Got Started
• Billboard Pictures in the Community
• Impact of a Citizen Complaint
• Billboard Redesign
• Call Center Voice Message
• Campaign Impacts
• Costs
• Lessons Learned / Next Steps
Campaign Purpose and
Goals
• Provide gambling treatment and information in
Vietnamese, Korean, Chinese, Laotian, and English
• Use billboards to promote community-level
discussions
• Increase awareness and participation in treatment
HOW WE GOT STARTED
• First event in 2009
• 2012, informal surveys showed few Asian Americans
aware of free, culturally specific problem gambling
treatment services
• Brainstormed how to raise awareness. From this came
the current billboard project.
• January 2013, seven full size billboards erected in areas
having concentrations of Asian businesses, restaurants,
and regular foot and vehicle traffic.
Chinese Billboard
January 15, 2013
Korean Billboard
English Billboard
Laotian Billboard
Impact of a Citizen
Complaint
• County Chairs office and the Office of Diversity receive a
written complaint.
• County takes the complaint seriously and calls a high level
meeting.
• County Chair’s staff concerned they had not been
adequately informed of the media campaign and were
unprepared to address the complaint.
• Workgroup and County meet.
Meeting At Multnomah County Chair’s
office, all different levels involved.
4/5/13
Portland Chinese Times
• Work group, graphic artist, and representatives from County meet and revise
billboard campaign.
• Billboards will include strengths-based messages, two Asian languages and
English on each billboard, and graphics that are more neutral.
• County has better understanding of the purpose of the billboard campaign,
and Asian cultural, linguistic, and programmatic barriers to treatment.
•Takes seven weeks for new installation. The week of May 13, 2013 five
billboards installed.
Billboard Redesign
CALL CENTER VOICE
MESSAGE
• Call answering process cumbersome and lengthy
• Between January 15, 2013 and April 10, 2013 232 calls
with many hang-ups
• With the redesign of the billboards came the redesign of
the call answering system.
• New protocol in place approximately June 5, 2013
Voice Message
• “hello” in five languages and English
• Message saying - You have reached the Asian Problem
Gambling Helpline. Your call will be answered by a
helper and a language interpreter. For _____ (insert
language) press ____ (insert #) and stay on the line.
CAMPAIGN IMPACTS
• Strengthened work group
• Increased understanding of media use.
• Deeper reach into the Asian American communities.
• Social groups, like a Chinese Red Hat Society group and
a large Korean church, have begun talking about the
billboards.
• Discussions are a counter to the Asian gambling movie
stereotypes (like Jackie Chan)
• Four years ago in 2009 there was no community
discussion after first event. Now beginning discussions in
the community.
Impact continued
• Tool for practitioners to open discussions for outreach
and education
• Original billboards are thought by some in the work group
to be more visual, made more of an impact, and raised
more discussion than new billboards.
COST
• The funding came from Multnomah County’s annual
allocation of problem gambling treatment funds.
• $31,460 for Clear Channel Outdoor to create and locate
the billboards and $4,700 for creative design by Les
Overhead Advertising for a six-month campaign.
Lessons Learned and
Next Steps
• Lengthy process, allow time for all parts to come
together. Staff commitment needed.
• Campaign length at least one year.
• Experienced media consultant needed
• Simultaneous community follow-up to promote campaign
• Asian American call center staff
• Expand the work group participation
• Secure additional funding