Anthony Lam, NTSB Transportation Safety Specialist, Office of Safety Recommendations and Communications
Have you considered the strategies, tactics, and tools you use to connect with Asian American and Native Hawaiian/Pacific Islander (AANHPI) communities? Are your messages effectively reaching your target audiences? The NTSB recently hosted a webinar in celebration of AANHPI Month, featuring five expert panelists that each shared specific insights related to reaching AANHPI audiences. The session explored challenges like addressing the inherent differences in communication styles and community interactions within Asian communities. Here are highlights from each of the speakers.
Leah Reish, MPH, CPH, CPST, Traffic Safety Data Analyst, NHTSA
Leah Reish, a traffic safety data analyst at the National Highway Traffic Safety Administration (NHTSA), presented updated race and ethnicity data concerning traffic safety from 2017 to 2021. Her analysis covered occupant and nonoccupant fatalities and behavioral factors, like alcohol impairment and speeding. She also provided insights into restraint use. Reish highlighted variations in fatality rates among different ethnic groups, emphasizing the need for targeted safety measures and thorough data collection to address specific community needs.
Adam Ungson, Communications Specialist, Multicultural, ICF NEXT
Adam Ungson, Multicultural Communications Specialist with ICF NEXT, discussed diversity within Asian American communities, stressing that the demographic encompasses a vast range of cultures, languages, and socioeconomic statuses. He shared strategies for effective communication, emphasizing the importance of cultural competence, tailored messaging, and using digital platforms familiar to the community. Ungson also warned against stereotypes that might affect how safety messages are received.
Marilyn Cachola Lucey, MA, National Director of Community Development for Asian Pacific Islander American Public Affairs
Marilyn Cachola Lucey focused on community engagement and empowerment, detailing how her organization fosters leadership and civic participation among Asian Americans. She argued for culturally sensitive messaging that reflects the community’s values and concerns, advocating for participation in policymaking to ensure that safety messages and programs are effective and inclusive.
C.Y. David Yang, President and Executive Director, AAA Foundation for Traffic Safety
C.Y. David Yang from the AAA Foundation for Traffic Safety shared research on how behavioral changes and technological advancements can improve road safety. He suggested that understanding community-specific behaviors and preferences is crucial for designing effective safety interventions. His talk also covered the impact of community engagement in promoting safety and the importance of culturally relevant messaging.
Anthony Lam, NTSB Transportation Safety Specialist
Drawing from my experiences living in Asia for nearly two decades, I emphasized respect for cultural norms and the use of relevant media platforms to engage AANHPI communities. I shared insights into generational differences in media consumption and the effectiveness of community-specific interventions. I also talked about my approach to safety messaging, which focuses on cultural respect and leveraging community networks to enhance the impact of safety campaigns. Like my co-presenters, I reiterated the importance of cultural competence and social etiquette for building strong relationships with AANHPI audiences.
To sum up, the webinar provided valuable insights into the unique dynamics of communicating safety messages to AANHPI communities. Each presenter highlighted the importance of culturally tailored approaches that respect and understand the diverse cultural backgrounds within these groups. As we continue to develop and refine our strategies, the key takeaways from this webinar will guide our efforts to enhance safety outreach and ensure that our messages not only reach every segment of this diverse community, but resonate with its members as well. Embracing these principles of engagement will ultimately reduce traffic risks and foster a safer environment for all.
This webinar was part five in our “Communicating and Connecting Safety Messages with Underserved Communities” series, which supports Executive Order 13985: Advancing Racial Equity and Support for Underserved Communities Through the Federal Government. Panelists discussed the challenges these communities have in common and ways to authentically engage with them through safety messaging.
