Listen to Abuela,
Recycle Your Used Motor Oil!

Ad developed by Most Likely To with cultural consulting and translation from InterEthnica.

San Francisco Department
of the Environment


Latina grandmothers were recycling and reusing before being “green” was
even a thing, so why not use her as a role model for a recycling used motor oil campaign? We conducted focus groups to learn about oil and filter change habits among San Francisco’s Latinos, then consulted on the development of a Spanish video ad based on the findings. Grounded in traditional Latino values of family, health, and environment, the ad imparts grandma’s age-old wisdom to not throw
anything away. 


In-language Focus Group, Cultural Consultation, Translation