{"id":73,"date":"2016-05-20T16:47:58","date_gmt":"2016-05-20T16:47:58","guid":{"rendered":"http:\/\/www.translatorswithoutborders.org\/blog\/2016\/05\/20\/leave-no-one-behind-lessons-from-the-corporate\/"},"modified":"2024-08-22T14:31:54","modified_gmt":"2024-08-22T14:31:54","slug":"leave-no-one-behind-localization","status":"publish","type":"post","link":"https:\/\/translatorswithoutborders.org\/blog\/leave-no-one-behind-localization\/","title":{"rendered":"Leave no one behind: lessons from the corporate sector on localization"},"content":{"rendered":"<figure><\/figure>\n<p><em>Leave no one behind<\/em>\u00a0and <em>localization<\/em>\u00a0are big picture ideas that are being widely-discussed at the World Humanitarian Summit next week in Istanbul.<\/p>\n<h4>But, what does it really mean to leave <i>no one<\/i> \u2013 not one single person &#8211; behind?<\/h4>\n<p>As the head of an organization that began and remains firmly based in the localization industry, I\u2019d like to add my voice to the conversation \u2013it\u2019s a conversation vital to everything we do as humanitarians.<\/p>\n<p>I\u2019ve been thinking about what humanitarians can learn from the corporate sector in terms of localization. \u00a0When I say \u201c<em>humanitarians<\/em>\u201d, I mean local, national, international NGOs, UN agencies, etc.<\/p>\n<h4>Why localization?<\/h4>\n<p>Why do companies localize? What do they know that we (humanitarians) don\u2019t?\u00a0The localization industry is expected to be worth $37 billion by 2018. Obviously, localization matters to corporations.<\/p>\n<p><b>Here is what they know:<\/b><\/p>\n<p><!-- more --><\/p>\n<ul>\n<li>People remember and respond better to what they learn in their native language.<\/li>\n<\/ul>\n<p>According to Robert Lane Greene of <i>The Economist, <\/i>research demonstrates that when people read something in a language they understand, they can comprehend it. If they\u00a0read something in their mother tongue, they are more apt to believe it to be true.<\/p>\n<ul>\n<li><b>Simplify, simplify, simplify.<\/b>\u00a0Simple messages in native languages work. Content can\u2019t be translated well if it doesn\u2019t make sense in the original language.<\/li>\n<li><b>Go to the customer.<\/b>\u00a0Go to the places where people get information. \u00a0Localize what you find and create what is missing.<\/li>\n<li><b>Provide people with knowledge and information<\/b>,\u00a0<b>not instructions.<\/b>\u00a0Let people decide how to use the knowledge.<\/li>\n<li><b>Ensure efficient processes.<\/b>\u00a0Use technology to speed up (but not substitute for) localization.<\/li>\n<\/ul>\n<p>We humanitarians know this. But why do companies localize, but we in the humanitarian world don\u2019t?<\/p>\n<h4><b>Same, same, but different<\/b><\/h4>\n<p>In the corporate translation\/content world, localization is about how to make information accessible to customers. For humanitarians, localization is about putting affected people at the center of the humanitarian response.<\/p>\n<p>Maybe it\u2019s the same thing? Doesn\u2019t \u201c<em>leaving no one behind<\/em>\u201d mean making our \u201c<em>products<\/em>\u201d accessible to people affected by crises, our customers? \u00a0Doesn\u2019t putting people at the center of the response mean that they decide which products best suit their needs?<\/p>\n<h4><b>Why are we behind in our participation?<\/b><\/h4>\n<p>We\u2019ve all heard the excuses:<\/p>\n<ul>\n<li>Translation is too expensive; we don\u2019t have the budgets companies have.<\/li>\n<li>Translation takes too long and people will die.<\/li>\n<li>We don\u2019t have translators on staff, and those we do have focus on the languages that our donors speak, not those languages that affected people speak.<\/li>\n<li>Just give them cash and let them work out what they need. \u00a0People can make their own decisions.<\/li>\n<\/ul>\n<p>Let\u2019s address these.<b><br \/>\n<\/b><\/p>\n<h4><b>Translation is too expensive<\/b><\/h4>\n<p>It IS expensive to translate a lot of content.\u00a0Fortunately, we already have the lessons that the private sector has learned and the tools they\u2019ve developed. We need to:<\/p>\n<ul>\n<li>Decide what is crucial information (not huge tomes)<\/li>\n<li>Ensure that the content is good (for example, not UN or NGO-speak)<\/li>\n<li>Find qualified professional translators (bad translations can kill)<\/li>\n<li>Use translation tools wisely<\/li>\n<li>Make the process efficient<\/li>\n<\/ul>\n<p>These things cut costs and force us to prioritize.<\/p>\n<h4><b>Translation takes too long and people will die.<\/b><\/h4>\n<p>Or they will die because they don\u2019t get the right information at the right time in the right way? In my four months at TWB, I\u2019ve discovered that this is really not as hard as we think. \u00a0TWB currently releases information in Arabic, Farsi, and Greek in less than five hours. And with the social media penetration rates of many of the places we work, we provide the best information to people using high-quality translations, subtitles, or voice overs before most humanitarians can score their visas, flights, hotels and advances.<\/p>\n<p>Localization works even better if there are trained community translators already in the country of need. \u00a0In-country resources are low-cost and easily developed for all humanitarian and development workers.<\/p>\n<p>As an aid community, we need to think differently. Think about how much you can do virtually, without getting on a plane. For example, TWB has no corporate HQ \u2013 our only office is a translation center in Nairobi. All of our staff and our 3,400 translators work remotely.<\/p>\n<h4><b>Just give them the cash.<\/b><\/h4>\n<p>I agree. Give them the cash. And ensure that those in need have access to<br \/>\nhigh-quality information that they understand so they know what\u2019s available to best protect themselves and their families.<\/p>\n<p>Localization is as much about improving the quality of assistance as it is about ensuring people can protect themselves and live with dignity. As an aid community, we can only meet our own rigorous standards if people get the information they need in a language they speak and in a format they can access.<\/p>\n<blockquote><p>With all the other commitments, let\u2019s make sure we really do leave no one behind.<\/p><\/blockquote>\n<h4><b>Still not convinced?<\/b><\/h4>\n<p>Translators without Borders has done a series of very simple comprehension studies. \u00a0This will make you think:<\/p>\n<ul>\n<li>197 people were asked questions about how Ebola is spread.<\/li>\n<li>8% of the questions were answered correctly<\/li>\n<li>About 100 of these people attended an English information session; the other 100 got the same information in a professionally-translated Swahili session<\/li>\n<li>Both groups were given the same test at the end of the sessions<\/li>\n<li>The group that received information in English got 16% of the questions correct<\/li>\n<li>The ground that received info in Swahili got\u2026<\/li>\n<\/ul>\n<p><strong>\u2026.Wait for it\u2026<\/strong><\/p>\n<ul>\n<li><b>92% of the questions correct.<\/b><\/li>\n<\/ul>\n<p>If we\u2019re really serious about \u2018leaving no one behind\u2019, then every humanitarian organization should invest in ensuring that key information is already translated into languages where we know disasters will occur (or are occurring) by:<\/p>\n<ul>\n<li>Train community translators and interpreters to listen and respond, alongside community groups.<\/li>\n<li>Ask for translation support. There are tools to rapidly develop local translator networks or global virtual translation\/interpreting teams.<\/li>\n<li>Pre-translate questionnaires and make them available in various media. \u00a0You can sub-title or dub videos or radio programs fairly easily into numerous languages and have them ready for deployment.<\/li>\n<li>Make sure source content is simplified in advance. \u00a0I shudder to think that we might have to ask translators to translate the CHS graphic. \u00a0Simple language can be easily translated into languages that are not vocabulary-rich, without compromising the meaning.<\/li>\n<\/ul>\n<p>It\u2019s not difficult. It\u2019s not expensive. It will improve our accountability.\u00a0<strong>It will save lives.<\/strong><\/p>\n<p><em>Come visit TWB in the Innovation Marketplace at the WHS. We will be at booth #2.<\/em><\/p>\n<p><strong>Contributors:\u00a0<\/strong><b>Val Swisher, <\/b>Founder &amp; CEO of <a href=\"http:\/\/contentrules.com\/\" target=\"_blank\" rel=\"noopener\">Content Rules<\/a> and\u00a0<b>Donna Parrish,\u00a0<\/b>Owner\/President of <a href=\"https:\/\/multilingual.com\/\" target=\"_blank\" rel=\"noopener\">MultiLingual Computing, Inc<\/a>., publisher of the language industry magazine \u201cMultiLingual\u201d and Co-owner and President of Localization World, Ltd., inputted significantly to this piece. They are TWB Board Members.<\/p>\n<pre><strong>B<img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"799\" data-permalink=\"https:\/\/translatorswithoutborders.org\/blog\/leave-no-one-behind-localization\/aimee-ansari\/\" data-orig-file=\"https:\/\/i0.wp.com\/translatorswithoutborders.org\/blog\/wp-content\/uploads\/2016\/05\/Aimee-Ansari.jpg?fit=150%2C150&amp;ssl=1\" data-orig-size=\"150,150\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;3.2&quot;,&quot;credit&quot;:&quot;christine dibble photography&quot;,&quot;camera&quot;:&quot;Canon EOS 5D Mark III&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1462819276&quot;,&quot;copyright&quot;:&quot;Christine Dibble Photography&quot;,&quot;focal_length&quot;:&quot;135&quot;,&quot;iso&quot;:&quot;1600&quot;,&quot;shutter_speed&quot;:&quot;0.004&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"Aimee Ansari\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/translatorswithoutborders.org\/blog\/wp-content\/uploads\/2016\/05\/Aimee-Ansari.jpg?fit=150%2C150&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/translatorswithoutborders.org\/blog\/wp-content\/uploads\/2016\/05\/Aimee-Ansari.jpg?fit=150%2C150&amp;ssl=1\" class=\"size-full wp-image-799 alignleft\" src=\"https:\/\/i0.wp.com\/translatorswithoutborders.org\/blog\/wp-content\/uploads\/2016\/05\/Aimee-Ansari.jpg?resize=150%2C150&#038;ssl=1\" alt=\"Blog Author\" width=\"150\" height=\"150\" \/>y Aimee Ansari, Translators without Borders Executive Director<\/strong><\/pre>\n","protected":false},"excerpt":{"rendered":"<p>Leave no one behind\u00a0and localization\u00a0are big picture ideas that are being widely-discussed at the World Humanitarian Summit next week in Istanbul. But, what does it really mean to leave no one \u2013 not one single person &#8211; behind? As the head of an organization that began and remains firmly based in the localization industry, I\u2019d &hellip; <a href=\"https:\/\/translatorswithoutborders.org\/blog\/leave-no-one-behind-localization\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Leave no one behind: lessons from the corporate sector on localization&#8221;<\/span><\/a><\/p>\n","protected":false},"author":25,"featured_media":803,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":true,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[205,214],"tags":[47,4,106,148],"class_list":["post-73","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-translators-without-borders","category-the-importance-of-language","tag-language-matters","tag-languagematters","tag-translation-matters","tag-translators-without-borders"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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