Beyond Translation: Crafting Culturally Authentic Messaging that Resonates with Spanish-Speaking Communities

Join ACWA and CAPIO for an informative webinar! More than 43 million people across the United States speak Spanish at home, each with unique stories, traditions, and values that shape how they connect with messages. Successful communication with these audiences requires more than direct translation; it calls for understanding culture, emotion, and context.

In this webinar, communicators will learn how to build authentic, inclusive messages that reflect the richness of Spanish-speaking communities. We’ll explore how language choice can influence credibility, how storytelling grounded in shared experiences fosters trust, and which themes such as family, faith, and community hold deep cultural meaning.

Participants will also hear a recent case study from Chino Basin Water Conservation District, which successfully connected with Spanish-speaking audiences through a creative, award-winning Lotería-inspired game that sparked engagement and cultural pride.

Key Takeaways

• Learn how to move from literal translation to culturally authentic communication
• Understand how Spanish diction, tone, and heritage can strengthen credibility
• Identify themes and values that build trust with Spanish-speaking audiences
• Explore creative ways to engage through shared cultural experiences
• Gain practical tips and examples to make messaging not only understood, but truly felt

ACWA Members – To receive the member rate, please use code: ACWA12