Bridget Martin, Communications Manager at the Department of Human Service Programs (DHSP) has always been passionate about language. When she was younger, this started as a love for literature, but it now expands well beyond that, as Martin believes language plays a key role in informing and fostering trust with communities.
In her role, Martin uses language to help residents know about and understand the various programs and events offered by DHSP and to strengthen these community connections.
“What excites me about my job now and what I feel passionate about is using communication skills to build that trust with the community,” Martin said. “It's not just through one channel or type of communication; it's understanding the complexity of a community and making sure that what you're communicating is tailored to how people best access information and what is engaging to them.”
DHSP serves residents of all ages, from infants to senior citizens, including people who are learning English or who have disabilities. Martin is closely involved with Cambridge’s Language Justice and Plain Language Initiatives, and she says a plain language approach is critical to ensuring information about DHSP programs is accessible to all residents—especially those who may have historically been underserved.
“Language is a tool for advancing equity and the words that we choose to communicate impact whether people can access our programs, resources, and services,” she said. “Using plain language best practices in our communications and simplifying our messaging ensures more accurate translations. It also ensures that your audience can access what they need, regardless of their literacy levels or cognitive abilities."
In addition to content, Martin described how formatting and design can be intentionally used to promote accessibility. She incorporates these elements when planning campaigns that raise awareness of key DHSP services, including the Fuel Assistance Program, which provides financial assistance for winter heating bills, and the Summer Food Program, which provides free meals to Cambridge residents ages 18 and under.
“Through the visuals and formatting we use, we lower the barrier of access for our community. This especially impacts people who are colorblind, people with low vision, people with cognitive disabilities, or lower literacy levels. But really, these best practices help everyone get information quicker and more easily,” Martin said. “Being able to access our programs and services at Human Services greatly impacts quality of life.”
Currently, Martin is working with DHSP and IT staff to improve DHSP’s website. However, even with the increasing prominence of digital media, Martin emphasized the importance of continuing to use various forms of communication to reach all members of the community.
“We are very intentional at Human Services that [digital media] is still just one piece of our communication strategy because people access information in different ways,” she said. “With every initiative or campaign that we’re communicating about, it starts with: Who is our target audience, and what is the best way to reach them?” Martin said.
Martin notes that targeted outreach for different programs is crucial for increasing access and ensuring messaging reaches those who need it most. This can include partnering with Cambridge Public Schools to send communications, mailing postcards about the Fuel Assistance Program to income-eligible households, and translating materials into the seven most commonly spoken languages in Cambridge.
“We partner with our Community Engagement Team to get our information out to linguistic communities. That information-sharing is built on trust and sometimes it is best to provide print materials people can hold onto and put on their fridge. Our focus is on developing multi-platform, multi-tiered communication strategies.”
Martin additionally works closely with other departments to spread the word about some of the City’s biggest initiatives, including the Cambridge Preschool Program (CPP). CPP is a multi-departmental effort led by the Office of Early Childhood, a shared office of the City of Cambridge and Cambridge Public Schools.
“DHSP’s preschool programs are part of the Cambridge Preschool Program,” she said. “I supported the launch of universal preschool through the lens of ensuring that the City of Cambridge was amplifying this really exciting and impactful initiative and ensuring that DHSP Preschools communication was in sync with the broader messaging and process.”
In addition to her work and her love for reading and the outdoors, Martin is a parent to two young children, and she says this experience has deepened her understanding of the importance of communication.
“Becoming a parent has strengthened the lens through which I see my work because I know what it’s like to be a parent looking for information for their child. I feel like I have greater empathy now for the importance of being clear in communications and messaging, because people have limited time. You never know what someone is experiencing in their personal life,” Martin said.
