Communicating for Multiple Audiences

General Public – This includes everyone in the community. In most communities there are large numbers of residents whose homes do not have lead service lines (LSLs).

High-Risk Groups – Households with children 6 years of age and younger, infants, pregnant women, and women who are breastfeeding are a key group for outreach. These households are at risk from the effects of lead on neurological development and motivated to take action. 

Non-English speaking residents – If significant portions of the population in your community have limited English language skills, outreach materials must contain information in the appropriate language(s), including the importance of the notice, contact information and instructions on where persons can obtain translation or seek assistance in multiple languages.  Also consider identifying community organizations that can communicate in relevant languages to assist with translation and communication.  Don’t overlook any non-English media outlets for message dissemination.

To find information on the languages spoken in your community, see the US Census Bureau’s Web site. The census database includes answers to questions about literacy levels, what languages besides English are spoken at home and the level of English proficiency.​

Additional Resources:

• Spanish resources from the Collaborative
• Creating a Strategic Communications Plan

Examples of translated materials:​​

• ​Washington Department of Health​: Translations for Public Notice
• ​​​San Francisco Public Utilities Commission : Lead Information ​
• Portland Water Bureau: Lead Related Brochures​
• Denver Water: After Lead Service Line Replacement

Low-Literacy Audiences – Some individuals in your community may possess limited reading skills. Note that literacy studies have found about half of adults cannot read at an 8th grade level, and about 45 million read below a 5th grade level. To reach these individuals, print materials must be written as simply and concisely as possible and should contain graphical representations of key messages and actions. Low-literacy groups are more likely to rely on non-print forms of communications.

Independent Actors and Surrogates – LSL replacement involves plumbers, rental housing owner / operators, child care facility owner / operators, code inspection staff, and others that are directly engaged in the process. The local public health and medical community, particularly obstetricians and pediatricians, have important opportunities to build awareness for the initiative. Civic organizations, like religious groups, are important for amplifying messages in some communities. 

​Plumbers are an important audience to engage.  Check out Cincinnati Water Work’s FAQ on their LSL Replacement Program specifically for plumbers.