1. Planning for
the INTERcultural City
Practice + Visions
Tufts University Intercultural Planning Group
www.sites.tufts.edu/tuftsicp
October 22, 2010

2. Martin Pillsbury, Environmental Division Manager,
Metropolitan Area Planning Council
Planning for the INTERcultural City

3. Mulitlingual Public Health Outreach on the
Nyanza-Sudbury River Mercury Contamination
MetroWest Regional Collaborative
Funded by the
MetroWest Community Health Care Foundation

4. Background: Nyanza site, Ashland, MA
 EPA Superfund hazardous waste site
 Dye manufacturing operation, closed in 1978
 Mercury released to the Sudbury River for decades
 Sediments, water, fish, and wildlife are contaminated
 Mercury has migrated downstream through Ashland,
Framingham, Sudbury, Wayland, Lincoln, & Concord, MA

6. Nyanza Public Health Impacts
 Fish consumption is the human health pathway of concern
 Prenatal and infant mercury exposure can cause mental
retardation, cerebral palsy, deafness and blindness
 Even in low doses, mercury may cause learning disabilities
 In adults, mercury can affect fertility, blood pressure,
memory loss, tremors, and vision loss

8. “ETHNIC” ANGLER
FISH CONSUMPTION
RATES
Adult 70 g/day
Child 28 g/day
RECREATIONAL
ANGLER
FISH CONSUMPTION
RATES
Adult 13 g/day
Child 6 g/day

9. Focus on “Ethnic Anglers”
 Framingham area is home to significant immigrant
population, particularly Brazilians and Latinos
 Anecdotal evidence that immigrant anglers are active
fishermen on the Sudbury River
 Concern that many of them consume fish at a high rate
 Concern that standard government health warnings
(signage along the river) may not be effective

10. So how do we get the message to those who need it?
Current public outreach may not be terribly effective…

11. Fishing for Health
Campaign
FOCUS GROUP SUMMARY
Focus Group of Brazilian Fishermen & Wives
Conducted by MAPA Translation Services
Framingham, MA
February 7, 2010

12. QUESTIONS Michel Cléber/
Tânia
Romildo /
Sônia
Benny Clécio Marco Fernando
Area of the
River You Fish?
Fram/
Sudbury
Line
Route 20 Off of
Central St/
Framingham
N. Fram. Ashland
Rte 135
Rte 126 Rt. 126
Do You Know
about the
Health Risks?
No No Yes Yes Yes Yes Yes
What Do You
Think of the
Signs?
Ignore
them
Ignore
them
Ignore
them
Ignore
them
Ignore
them
Ignore
them
Ignore
them
Do you Catch &
Release or Eat
the Fish?
Eat Eat Eat (wife
does not)
NO
(Used to)
Eat Eat Eat
Accept Idea of
Fishing for
Fun?
Yes Yes Yes Yes Yes Yes Yes

13. Are you aware of the risks?
Michel – I don’t understand why there are risks. In Brazil, families
eat fish from highly polluted areas, and it’s not a problem.
Cléber / Tânia - Fish are very sensitive to pollution and habitat
changes. If the fish is alive, that is a sign that it is healthy and Ok
to consume.
Benny - I heard about people who lived in Ashland and fished in
the area and died of cancer. Since I found out about this I stopped
eating the fish from the river.

14. QUESTIONS FROM FOCUS
GROUP PARTICIPANTS
Several participants had questions about public health issues,
which helped to illuminate their understanding and concerns:
• How do I know if the fish is contaminated?
• It is possible that just by looking at it I will know that it is
contaminated with mercury?
• Can I drink the water from the contaminated part of the river?
• What is the best way to remove the mercury from the fish?
• How long will it take for the river to be totally clean?
• Can I let my kids play near the river?

15. MEDIA OUTLET RANKING
Newspaper Ad 1(3); 2(1); 3(3); 4(0); 5(2)
Newspaper Article 1(3); 2(3); 3(2); 4(0); 5(1)
Radio: Public Service Announcement 1(8); 2(0); 3(0); 4(0); 5(1)
Radio: Program Interview 1(7); 2(0); 3(1); 4(1); 5(0)
Orkut - Social Networking Website 1(0); 2(1); 3(0); 4(3); 5(5)
Flyer in Portuguese (Posted in Brazilian
Stores/Restaurants)
1(2); 2(3); 3(0); 4(2); 5(2)
Community Bulletin Board Posting 1(3); 2(2); 3(2); 4(1); 5(1)
Word of Mouth 1(3); 2(1); 3(2); 4(2); 5(1)
Church Announcement 1(6); 2(1); 3(2); 4(0); 5(0)
TV Talk Show Interview 1(4); 2(1); 3(1); 4(1); 5(2)
MEDIA EFFECTIVENESS SURVEY
Which of the following would be the most effective in
delivering the public awareness message to the Brazilian
Community in the MetroWest area?
Please rank them from 1 to 5, 1 being the preferred and/or most
effective method and 5 being the least preferred/effective.

16. Fishing For Health
Multi-media Campaign
English-Portuguese-Spanish
1. Tag line
2. Press
3. Print
4. Web site
5. Radio

17. Fishing for Health Campaign
Taglines in English, Portuguese, and Spanish
English: Fish for Fun, Not For Food
Português: Pescar, Soltar, Saúde a Preservar
Español: Pescar, Soltar, Salud a Preservar

18. Fishing For Health Campaign Components
Press:
 Local Newspapers:
MetroWest Daily
News, Globe West,
& weeklies
 Portuguese and
Spanish Language
Newspapers
Print:
 Posters/Flyers
A series of Op Ed pieces
describing the issues and advice
for protecting public health
Multilingual Ads for Portuguese
& Spanish Newspapers
Placement of related articles
8½ x 11 Posters and 4 x 6 Flyers

19. Fishing For Health Campaign Components
 Web:
Multilingual web site
in English, Spanish,
and Portuguese
 Radio:
Public Service
Announcement for local
radio – English, Spanish,
and Portuguese
Web design, graphics,
translation; MAPC site host
Multilingual domain names
Produce 30 Second PSA’s –
voice over, audio production;
Place ads on weekly rotation
for summer 2010 on Spanish
and Portuguese local stations

26. www.fishing4health.com
Portuguese
www.pescaparasaude.com
Spanish
www.pescaparasalud.com

27. Fishing for Health
Pesca Para a Saúde Pesca Para la Salud