Targeting Messages (Cont'd)

Language and Translations

Language often acts as a conveyer of cultural values. However, having the same language does not automatically mean that a people share the same culture. For example, Spanish-speaking people in the Americas represent three distinct cultures:

• European (Hispanics with ancestry from Spain)
• African (Hispanics generally with ancestry from the Caribbean and parts of Central and South America)
• Indian (Hispanics whose ancestors lived in the Americas before the arrival of Columbus)

Similarly, among French-speaking individuals, the cultures are quite distinct for:

• French Canadians
• Haitians
• Vietnamese
• Immigrants from France

Use of messages and materials in languages other than English can be valuable, but they should be developed and tested with particular care.