(LEFT) TPT NOW TEAM AT TWIN CITIES HMONG TELEVISION. (RIGHT) LILLIAN MCDONALD RECEIVING THE 2021 FBI DIRECTOR’S COMMUNITY LEADERSHIP AWARD.
TPT Creates Critical Networks
TPT NOW is a multilingual, 24/7, health, safety, and emergency preparedness public information resource designed to fill communication gaps between public health/safety agencies and cultural communities. Through its network of cultural media partners, TPT NOW reaches thousands of people with culturally relevant, language-appropriate information about health and safety.
During COVID-19, TPT NOW worked with the office of Governor Tim Walz, the Minnesota Department of Health, and the Minnesota Department of Public Safety to simulcast real-time press conferences in English, Hmong, Spanish, and Somali languages. TPT NOW broadcast 27 multilingual press conferences reaching a combined 1.7 million people, added 114,000 followers via TPT NOW social media posts, and drew more than 75,000 engagements with content. Last summer, TPT NOW partnered with FBI-Minneapolis to raise awareness of hate crimes within Black, Hmong, Latinx, and Somali communities. The hate crime campaign included messaging produced by TPT NOW alongside cultural leaders, resulting in a 32% increase in hate crime reporting to the FBI across Minnesota. According to Elizabeth Stevens, Community Outreach Specialist, FBI Minneapolis Division, TPT NOW is “an ideal partner to get FBI hate crimes information directly to the communities most likely to experience bias-related incidents.” Last year, TPT NOW partnered with Blue Cross and Blue Shield of Minnesota (BCBS-MN) on a 12-month COVID-19 campaign reaching diverse communities with language appropriate and culturally relevant content. This
partnership produced 10 half-hour TV broadcasts, 18 radio and television PSAs, 22 radio and television capsules, and 1 virtual community convening. African American, Hmong, Indigenous, Latino, and Somali health experts participated in the development and/or distribution of content.
TPT NOW & BCBS-MN COVID-19 CAMPAIGN (broadcast and digital measures combined):
4.1M IMPRESSIONS
2M REACHED
484K ENGAGEMENTS
» TPT NOW, led by Managing Director Lillian McDonald, was awarded the 2021 FBI Director’s Community Leadership Award for the TPT NOW FBI Partnership » National Public Media Award, Best National Project , Community Engagement Category
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