Barbara Bush Foundation for Family Literacy selects República as Agency of Record

República will lead the development of a national advocacy movement to generate awareness for family literacy.

República, one of America’s fastest-growing agencies, announced today that it has been selected agency of record by the Barbara Bush Foundation for Family Literacy. República will develop a national bilingual campaign focused on creating an advocacy movement that raises awareness for family literacy. The campaign will tap into various disciplines of the agency including advertising, media, branding, digital, public relations and social media.

“We believe in giving individuals a second chance at an education and its clear República shares our passion to help parents and children learn together,” said Liza McFadden, president and CEO of the Barbara Bush Foundation for Family Literacy. “In recent years, we have had the opportunity to collaborate with República’s stellar team on several successful projects and we are confident this enhanced partnership will bolster our efforts to raise awareness about the nation’s illiteracy crisis and support families in pursuit of the American dream.”

República, which was selected following a competitive agency review process, has been tasked with redesigning the brand identity of the organization; updating the design and functionality of the BarbaraBushFoundation.com web site; creating a comprehensive advertising campaign; conducting targeted national media outreach in key markets; and developing a messaging strategy and campaign integration on social media platforms.

“We are honored to have been selected by the Barbara Bush Foundation for Family Literacy as its advertising, digital and communications agency of record,” said Jorge A. Plasencia, chairman and CEO of República. “Mrs. Bush is greatly admired for her lifelong work in this area and we are thrilled to have the opportunity to assist in furthering the message of family literacy in America,” added Plasencia.