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Listen to Abuela, Recycle Your Used Motor Oil!
Ad developed by Most Likely To with cultural consulting and translation from InterEthnica.
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.
San Francisco Department of the Environment
Key services provided
Cultural Consulting, Market Research, Language Services
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