CASE STUDY

Listen to Abuela,
Recycle Your Used Motor Oil!

San Francisco Department
of the Environment

PARTNER:

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. 

SERVICES

In-language Focus Group, Cultural Consultation, Translation

4/6

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

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