With over 350 different languages spoken at home in the U.S., effectively reaching ethnic communities with targeted in-language messaging is vital to any campaign.
The federal government has long required election ballots in some U.S. jurisdictions to be printed in languages other than English, based on the number of voting-age citizens who live in those communities and have limited English skills and low education levels. New data from the Census Bureau show that 263 counties, cities and other jurisdictions in 29 states will now be subject to this requirement in future elections, a slight increase from five years ago.
The jurisdictions that now must provide non-English ballots and other elections material – which include some communities on tribal lands – encompass 68.8 million voting-age U.S. citizens. That is 31.3% of the total U.S. voting-eligible population of 220 million, which consists of citizens ages 18 and older.
Of the jurisdictions on the new list, many are in Texas (89) and California (27), which also are the states with the largest numbers of immigrants. Three states – California, Florida and Texas – also must provide Spanish translations of any elections material issued statewide.
We know from experience and research that the best way to communicate to race and ethnic cultural differences is in their spoken language and using their preferred media consumption.
Our many government awarded contracts are proof that we know which regions have highers ethnic neighborhoods, and how we can successfully deliver results in reaching out the these various communities. In the Asian population alone we usually have a minimum of five languages for any commercial message.