Ad Council and Hispanic Scholarship Fund Launch Bilingual Multimedia Campaign to Help Empower Hispanic Parents in Getting Their Kids to College

Only 13% of Hispanics (ages 26-65) have a BA Degree

NEW YORK, NY— According to a recent Pew Hispanic Center study, many Hispanic youth are not pursuing a college degree as a result of their parents not understanding the steps they can take to help their children prepare for and apply to college. In an effort to raise awareness among Hispanic parents about the critically important role they play in encouraging their children to go to college, The Advertising Council, in partnership with the Hispanic Scholarship Fund, launched a national multimedia public service advertising campaign to confront this issue.

the campaign includes new television, radio, print, outdoor and Web advertising, which is available in English and Spanish. The PSAs conclude with the tagline "De tus palabras de hoy depende su manana." ("Their tomorrow depends on your words today") and directs parents to visit a new comprehensive website, www.YourWordsToday.org, www.TusPalabrasdeHoy.org

Hispanics currently represent 15 percent of the U.S. population, or 50 million people, and are projected to represent 28 percent, or 128 million people, by 2050. According to a Pew study, 9 in 10 Hispanic parents agree that the way to a good job and a comfortable lifestyle is through a college degree. In fact, more than three-quarters (77%) of Hispanics ages 16 to 25 report their parents think going to college is the most important thing to do after high school. More so, 6 in 10 (60%) Hispanics who have gone to college rank their parents as being the most influential in their decision to continue their schooling. However, Tomas Rivera Policy Institute studies have shown that more than 65% of Hispanic parents do not have the knowledge to guide their children as they seek to apply and enroll in college.
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