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WORKING TOGETHER –
When Language Really Matters
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
http://translatorswithoutborders.org/ @TranslatorsWB
Nepal … April 25, 2015
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
…to be continued
Global teams
working together
on tough language
problems
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Content Marketing
Conference Cologne
The Content Quality
Imperative
2015
Engaging Content 54%
Producing Content Consistently 50%
Measuring 49%
…to be continued
`
PERSONAS
MapAction Language Data
PATH
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
PERFORMANCE
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Microsoft Swahili English Translator
"Kiswahili is spoken by up to 150 million people
throughout eastern Africa including Tanzania, Kenya,
Uganda, Rwanda, Burundi, Mozambique and the
Democratic Republic of the Congo. With the new
translation system, governments in the region will be
able to make documents and information available at
virtually no cost, non-governmental organizations will
be able to quickly communicate with locals, and most
importantly, people will be able to communicate back
and forth across borders for both business and
personal purposes."
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
13%of women
in Sierra Leone
understand English
Mother & Child reading English poster
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
DRAFT
Nènèbaa
Baadjidjelila
Djeliböököönöö
Faadidimi,amaate
kölö-toundiadimi
Djeliböönoudö,amaatè,
djeliböön’yanfè
Fadikölöwöögnö
Djankanrö mèe töyé Ebola
Ebola misalou ye mèndi
   Ƙ wayar cutar Ebola
• Ƙwayar cuta ke haifar da Ebola.
• Zuwa yanzu babu allura, kuma babu magani
na wannan cuta – AMMA neman magani
DA WURI a Cibiyoyin Lura da Cutar
Ebola na iya taimakawa wajen warkewa
• Ta na haifar da rashin lafiya mai tsanani tare
da zubar jinni
• Tana da saurin yaɗuwa; za ta iya kama
mutane da yawa
• Zuwa kashi chasa’in daga cikin dari zasu
mutu
• Marasa lafiya na iya baza cutar
ga sauran jama’a
• Mutanen da suka yi hulɗa da
masu cutar sun fi zama cikin
haɗari:
o Dangin mara lafiya
o Ma’aikatan jiyya
Matattu na iya yaɗa cutar. A LURA.
(A binne cikin lura. A kau da jiki)
• KA DA a wanke, taɓa ko kuma sumbantar
mamaci
• KA DA a wanke hannu a bokiti guda da
wanda ya taɓa mamaci
ME CE ITA? TA YAYA TA KE BAZUWA?
48%literacy
in the region
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
he Guardian (search “dirty little secret liberia”) © www.aubreywade.com
7 languages reaching
20 million people
in West Africa
Information translated into
30 languages across Africa
Nepal …
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
MT @droidur Deupur tapu, Parbat district, avalanche affected, no food,
water, no help.
Kids, elderly need help #Nepal #NepalQuake #hmrd
[4/27/2015 7:08:32 PM | Edited 7:08:47 PM] HR Aline Carr: Just got a
reply that India has airdropped supplies to this area.
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Other activations
• Philippines tsunami
• Syria refugees
• Bosnia floods
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Providing Arabic Content for Syrian Refugees
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
Simple Words
for Health
Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin
How we do it
3000 volunteers
> 100 languages
≈ 29 million words
translated
• Translating an average of 800,000 words per month for approved non-profit partners focused in
crisis, health and education.
• Translating and/or simplifying more than 580 vetted medical Wikipedia articles into 53 languages.
• Partnering with the International Committee of the Red Cross (ICRC), the United Nations Office for
the Coordination of Humanitarian Affairs (OCHA), Humanity Road, and other organizations to provide a
24/7 rapid-response translation team to assist search-and-rescue efforts following the 2015 Nepali
earthquake.
• Partnering with OCHA to provide linguistic support during the recent humanitarian crisis in Burundi.
• Building Words of Relief, the world’s first-ever global translation network designed for real-time support
during crises (funded by the Humanitarian Innovation Fund and Microsoft).
Programs
Crisis Development Technology
Rapid response to support
non-profits with
community engagement
Creation of long-term
content, simplified and
in local languages
Create content platforms
to integrate with partner
delivery channels
Advocacy
Evangelize the need for
community engagement
through local languages
• Simplification of health
content for community
health workers
• Translation of standard
medical content into
local lingua francas
• Campaign-driven
content into local
languages
• Rapid creation of
networks of local
language experts
• Monitoring of local
language social media
• Creation and/or
translation of crisis-
specific local language
content (message
libraries)
• Rapid response message
handling platform –
integrated with existing
crisis response
infrastructure
• Platform for volunteer
translation of
development content
• Translation automation
for local languages
• Machine Translation for
official languages (EN,
• Broaden understanding
of the need for content in
humanitarian work
• Develop strategic
planning influence on
content needs for local
communities
• Foster relations between
agencies on content
best practice
WHAT CAN
YOU DO?
Lack of translation support is a
“perennial hidden issue…delaying
critical communications and
disenfranchising affected
populations.”
Disaster Relief 2.0, Harvard
Humanitarian Initiative, 2011
DfID - Call for funding proposals:
“Programming should consider both immediate
life-saving needs (including food, water, shelter,
NFIs, protection, communication with affected
communities, etc.) as well as ...
The Department for International Development (DFID) is a United Kingdom government department responsible for administering overseas aid.
Help us help you…
… plan your
information needs
http://translatorswithoutborders.org/ @TranslatorsWB

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Sprache rettet Leben, Translators without Borders - Content Marketing Tuesday #9 DE, Berlin

  • 1. WORKING TOGETHER – When Language Really Matters
  • 4. Nepal … April 25, 2015
  • 7. Global teams working together on tough language problems
  • 10. Content Marketing Conference Cologne The Content Quality Imperative
  • 11. 2015 Engaging Content 54% Producing Content Consistently 50% Measuring 49%
  • 13. `
  • 16. PATH
  • 20. Microsoft Swahili English Translator "Kiswahili is spoken by up to 150 million people throughout eastern Africa including Tanzania, Kenya, Uganda, Rwanda, Burundi, Mozambique and the Democratic Republic of the Congo. With the new translation system, governments in the region will be able to make documents and information available at virtually no cost, non-governmental organizations will be able to quickly communicate with locals, and most importantly, people will be able to communicate back and forth across borders for both business and personal purposes."
  • 22. 13%of women in Sierra Leone understand English
  • 23. Mother & Child reading English poster
  • 26.    Ƙ wayar cutar Ebola • Ƙwayar cuta ke haifar da Ebola. • Zuwa yanzu babu allura, kuma babu magani na wannan cuta – AMMA neman magani DA WURI a Cibiyoyin Lura da Cutar Ebola na iya taimakawa wajen warkewa • Ta na haifar da rashin lafiya mai tsanani tare da zubar jinni • Tana da saurin yaɗuwa; za ta iya kama mutane da yawa • Zuwa kashi chasa’in daga cikin dari zasu mutu • Marasa lafiya na iya baza cutar ga sauran jama’a • Mutanen da suka yi hulɗa da masu cutar sun fi zama cikin haɗari: o Dangin mara lafiya o Ma’aikatan jiyya Matattu na iya yaɗa cutar. A LURA. (A binne cikin lura. A kau da jiki) • KA DA a wanke, taɓa ko kuma sumbantar mamaci • KA DA a wanke hannu a bokiti guda da wanda ya taɓa mamaci ME CE ITA? TA YAYA TA KE BAZUWA?
  • 30. he Guardian (search “dirty little secret liberia”) © www.aubreywade.com
  • 31. 7 languages reaching 20 million people in West Africa Information translated into 30 languages across Africa
  • 38. MT @droidur Deupur tapu, Parbat district, avalanche affected, no food, water, no help. Kids, elderly need help #Nepal #NepalQuake #hmrd [4/27/2015 7:08:32 PM | Edited 7:08:47 PM] HR Aline Carr: Just got a reply that India has airdropped supplies to this area.
  • 43. • Philippines tsunami • Syria refugees • Bosnia floods
  • 46. Providing Arabic Content for Syrian Refugees
  • 57. How we do it
  • 58. 3000 volunteers > 100 languages ≈ 29 million words translated
  • 59. • Translating an average of 800,000 words per month for approved non-profit partners focused in crisis, health and education. • Translating and/or simplifying more than 580 vetted medical Wikipedia articles into 53 languages. • Partnering with the International Committee of the Red Cross (ICRC), the United Nations Office for the Coordination of Humanitarian Affairs (OCHA), Humanity Road, and other organizations to provide a 24/7 rapid-response translation team to assist search-and-rescue efforts following the 2015 Nepali earthquake. • Partnering with OCHA to provide linguistic support during the recent humanitarian crisis in Burundi. • Building Words of Relief, the world’s first-ever global translation network designed for real-time support during crises (funded by the Humanitarian Innovation Fund and Microsoft).
  • 60. Programs Crisis Development Technology Rapid response to support non-profits with community engagement Creation of long-term content, simplified and in local languages Create content platforms to integrate with partner delivery channels Advocacy Evangelize the need for community engagement through local languages • Simplification of health content for community health workers • Translation of standard medical content into local lingua francas • Campaign-driven content into local languages • Rapid creation of networks of local language experts • Monitoring of local language social media • Creation and/or translation of crisis- specific local language content (message libraries) • Rapid response message handling platform – integrated with existing crisis response infrastructure • Platform for volunteer translation of development content • Translation automation for local languages • Machine Translation for official languages (EN, • Broaden understanding of the need for content in humanitarian work • Develop strategic planning influence on content needs for local communities • Foster relations between agencies on content best practice
  • 62. Lack of translation support is a “perennial hidden issue…delaying critical communications and disenfranchising affected populations.” Disaster Relief 2.0, Harvard Humanitarian Initiative, 2011
  • 63. DfID - Call for funding proposals: “Programming should consider both immediate life-saving needs (including food, water, shelter, NFIs, protection, communication with affected communities, etc.) as well as ... The Department for International Development (DFID) is a United Kingdom government department responsible for administering overseas aid.
  • 64. Help us help you… … plan your information needs

Editor's Notes

  1. Grosses Erdbeben, sehr nah der Oberfläche, Hilfsorganisationen wollten helfen, grosse Organisationen, Response Teams
  2. Aber auch die Leute wollten helfen! Und suchen Hilfe! Es endet mit einem Ausrufezeichen! Gern wollen wir helfen und das beschreibt eigentlich was TWB macht!
  3. Was für Unternehmen gilt/ Content Strategen gilt, Grosse Teams arbeiten zusammen, um grosse Sprach- und Kommunikationsprobleme zu lösen.
  4. Es ist Content Strategien, viele Agenturen und Mitarbeiter intern, die Content erstellen. Woran aber oft – wenn überhaupt – nicht gedacht wird, ist die richtige Sprache und Übersetzung! Und das ist ein Problem, dass die Non Profit Organisationen auch haben. Es wird über Helikopter, Decken, Schuhe etc nachgedacht, aber sie denken nicht daran, wie sie mit der lokalen Bevölkerung kommunizieren können. Das ändert sich langsam! Auch von der UN, anderen Hilfsorgansiationen abwärts wird es langsam klar, dass Kommunikation key ist und dass die Message den Empfänger erreichen muss.
  5. Das ist dasselbe Problem mit zuviel Content. Es wird massiv Content erstellt, in Englisch und Französisch. In Liberia viele Leute in der Hauptstadt sprechen Englisch/ Französisch aber ausserhalb niemand.
  6. Und es ist dassselbe Phenomen, dass auch im Content Marketing auftritt! Personen schreiben Content, ohne sich Ihrer Zielgruppe bewusst zuwerden.
  7. Und auch hier wieder die Parallele … wenn Conten nicht “engaging” ist und nicht mit der Zielgruppe funktioniert. Sollte es kleine Prio sein.
  8. IBM bildet sogenannte Kohorten! DATA driven Je nachdem wie diese Zielgruppen reagieren, alles automatisch und Daten getrieben, werden daraus Personas gebildet.
  9. Dasselbe Prinzip gilt bei Crisis Response. Immer wenn eine Krise also eine Gegend erreicht, schauen wir, welche Sprache wirklich gesprochen wird. Also nicht die Sprache der Regierung, sondern die Sprache der Region, wo die Leute sind und Hilfe brauchen. Partner MapAction. Und daraus wird dann ein Plan erstellt!
  10. Und eine der Dinge, die sich IBM auch wieder schaut die der Weg und ob der Content passt
  11. Wikipedia ist ein tolles Beispiel für Content-Erstellung. Es hat Peer-Reviews, geschrieben von Ärzten, immer wieder korrigiert, sehr verlässlich und sehr up-to-date. Von Ärzten für Ärzte ... Aber es ist schwer zu verstehen für die Allgemeinheit ... Wer weiss schon was Plasmodium ist ... Und das ist nicht eine Frage der Sprache Wundervolles Projekt mit der Wikimedia Foundation: 100 meistgelesene Artikel in 100 Sprachen in einer vereinfachten Sprache
  12. Messung von Erfolg
  13. Impact wird jetzt auch gemessen in der humanitären Arbeit Ost Afrika Wie verhindert man Infektionen und wie behandelt man Infizierte? Zuerst hat man eine Gruppe so befragt Andere hat man Ihnen Informationen in E, gegeben und danach gefragt, und dann in Swahili – von 8 nur bis 16% Also komplett die Zielgruppe verpasst! Swahili – vielleicht auch nicht die Muttersprache, aber weit verbreitet und fast 92%
  14. Videos in Krio and Fula
  15. Unicef says more than 70 per cent of almost 11 million child deaths every year are caused by six issues: Diarrhoea, malaria, neonatal infection pneumonia, preterm delivery, lack of oxygen at birth
  16. Rev Charles Saylee and his wife Dorris: their daughter died of diarrhoea, despite having rehydration medication. Salz Wasser Flüssigkeit
  17. Rapid Response Team! 50 freiwillige innerhalb von Stunden!
  18. Das ist eine Standard Operation Procedure in Crisis Response – Standard keywords, um Social Media etc zu monitoren – das erlaubt uns Leute zu verstehen
  19. Geo Location – Schnell übersetzt! Daten an die Armee übermittelt, um Leute zu retten und hier medikamente abzuwwerfen
  20. Helping with SMS and radio information in Tagalog and Cebuano
  21. Syria speaks – helping refugees with information in Arabic
  22. Special projects – translating critical information for the UNHCR for Syrian refugees
  23. Doctors without Borders Zelt – Lesvos Griechenland – nahe der türkischen Grenze Crisis Response Organisation, Arabic, Farsi, Darsi