The U.S. Census Bureau reports the Latino population in Indiana was about 8% of the state’s total population in 2020, compared to just 3.5% in 2000. In the United States, the Latino population is projected to make up about 30% of the total population by 2060. As this group grows, the American Red Cross is working to connect with Latino communities by building trust and increasing awareness of American Red Cross services.
In Indiana, Loida Rodriguez serves as the Community Engagement and Partnerships Disaster Program Manager and works to spread the word about Red Cross disaster preparedness information, trainings, and more with Latino communities. Loida and her team of volunteers focus on four key areas in Indianapolis, Columbus, Seymour, and Lafayette, supporting the geographical Disaster Services staff in developing their programs to better serve the region’s diverse populations. These communities have higher Latino populations and can be more susceptible to disasters.
In 2021, Loida launched an initiative called ‘Conchas y Conversaciones’ to share resources and connect with the community better. Her goal was to meet people where they are and build a strong presence in the Latino community. She set up a Red Cross Emergency Response Vehicle (ERV) at local Latino businesses, bakeries, butcher shops, and more. She connected with community members and shared information in Spanish, while handing out free Mexican sweet bread known as Conchas. Loida also gave tours of the ERV, which she says people often mistake for an ambulance because in some countries in Latin America the Red Cross uses these vehicles to provide ambulance services. Each ‘Conchas y Conversaciones’ was an opportunity to meet new people and spread awareness.
“That was really fun to see people’s eyes brighten up at that moment of ‘Wow, I didn’t know that this is what the American Red Cross does,” said Loida.
Soon, her grassroots initiatives turned into more formal requests from community groups and leaders. Loida says people started reaching out to her to see if the Red Cross would set up tables and share information at other events, including at the Mexican Consulate. While people waited for their consulate appointments, they could stop by a Red Cross table to learn about home fire safety, tornado safety, and other disaster preparedness tips
“The more the community has learned, the more comfortable they feel to reach out,” said Loida.
As more people learn about the Red Cross, Loida says they’re more likely to take advantage of opportunities or ask for help after a disaster. Latino community members may be more likely to sign up for a free smoke alarm installation through the Home Fire Campaign after learning the Red Cross responds to more than 60,000 disasters a year, and the majority are home fires. When Loida explains to community members that Red Cross shelters are open to everyone in need, regardless of race, religion, gender identity, sexual orientation, or citizenship status, more people may visit a shelter in the aftermath of a disaster. By sharing information with people in high-risk disaster areas, it has a positive impact on the community and helps build trust with the Red Cross. It also motivates people to create a preparedness kit, encourages them to talk with their family about their plans during a disaster, and it helps spread resources and awareness to others too.
The Latino population across Indiana is diverse both culturally and linguistically, so the Red Cross needs a diverse group of volunteers to help meet the community’s needs. Anyone can become a Red Cross volunteer, and in the coming months, Loida hopes to get more bilingual or Spanish-speaking volunteers involved. Bilingual or Spanish-speaking volunteers will be paired together based on their English skills and proficiency, so they’re empowered to spread the Red Cross mission.
If you’re interested in volunteering in your community, visit RedCross.org/Volunteer or RedCross.org/Cruz-Roja/Voluntarios.html to sign up.
Written by Janie Bohlmann, regional communication manager.