| Main rubric Components: |
Do (1 point per box except the last two are 5 points each) |
Don't |
| Content and clarity |
Strong and consistent message. Accurate grammar including proper use of accents. Accurate facts presented by credible/trustworthy sources like religious leaders, community leaders, celebrities, or sports athletes. Organized, tidy, pleasing, and symbolic colors (like colors of the flag or bright colors) are used. High-quality attractive graphics |
Unclear and weak message. Spelling and grammatical errors. Questionable information or lack of trustable sources. Cluttered visuals or poor color scheme. Low-quality displeasing graphics |
| Emotions and values |
Strong narrative that emphasizes emotion, Draws upon commonly shared beliefs and attitudes held among the audience including Espiritismo (the belief that evil/good spirits affect health) or superstition. Uses storytelling and emotional devices in a believable and engaging way Induces strong feelings of inspiration, hope, fear, and/or sadness. Hones in on the cultural values of the target audience especially the importance of religion, friendship, Familismo, and Jerarquismo (family and hierarchy) |
Focuses on cold data or abstract concepts. Detached from an individual story or detached from the target audience. Does not employ emotional devices or is based on scare tactics alone. Does not induce feelings or is not engaging. Does not convey attitudes, values, and beliefs shared by the audience |
| Audience and inclusivity |
Employs demographic forms of similarity (age, Hispanic/Latinx, sex, socioeconomic status, employment status, education level, marital status, strong family structure including multiple generations). Employs psychographic forms of similarity (hobbies, interests, values, lifestyle, symbols, religion, clothing, housing, food, holidays, celebrations, and traditions). Uses clear, simple, familiar words that the audience uses. The language is the primary language of the target audience and this can be English, Spanish, or a combination of both. This should be included in the background graphics and background music. Cultural expressions used including refranes (popular saying traditionally used to express a moral thought, advice, or teaching) |
The actor(s), photo(s), voice(s), or video(s) used are dissimilar to the target audience in demographic forms. The actor(s), photo(s), voice(s), or video(s) used are dissimilar to the target audience in psychographic forms. Language is technical, scientific, and complex. The language used is not the primary language of the target audience. Cultural expressions are not used |
| Call to action |
Invokes change and shows this particular audience that they can make a difference (5 points) |
Builds awareness or spreads information but fails to invoke change |
| Gestalt |
Target audience generally satisfied and pleased (5 points) |
Target audience generally dissatisfied and displeased |
| Is this message culturally competent? |
Interpretation: (1 point per box except the last two are 5 points each). 0-14: Major revisions recommended. 15-19: Minor revisions recommended. 20-25: Culturally competent message |
=___/25 |
| *Messages ideally should always be tested with the priority population through qualitative methods like focus groups or listening sessions. All five key areas can be assessed in these conversations, while a call to action and gestalt are critical to obtain from your population. |
