WASHINGTON, DC – Univision Communications unveiled tan unprecedented Hispanic education CSR initiative this week called ‘Es El Momento’ (The Moment is Now). The multi-platform, multi-million dollar three-year national education initiative aims to improve academic achievement among K-12 Hispanic students with a specific focus on increasing rates of high school graduation, college readiness, college completion and engaging Hispanic parents and the broader community in these efforts.
The Spanish-language campaign, which live this week across all Univision platforms – television, radio, online and mobile – is being conducted in collaboration with the Bill & Melinda Gates Foundation, the U.S. Department of Education, community, education and civil rights groups from around the country. Award-winning Univision news anchor Jorge Ramos will be the campaign’s primary spokesperson. In addition, an Advisory Board with experts in education has been established to assist Univision in the on-going development of the multi-year campaign.
Joe Uva, president and CEO of Univision said, “Univision has always stood for championing the needs and interests of the Hispanic community. Today, no issue is more important than education and improving academic achievement for our young people. That is why we are using all of the resources across our entire portfolio to empower Hispanic parents and children by providing them with relevant information and connecting them with the resources they need to succeed.”
According to research, the high school graduation rate for Hispanic students is 55 percent compared to 69 percent for their non-Hispanic peers. Hispanic students lag behind their non-Hispanic peers on a number of key metrics, including standardized test scores, high school graduation rates, college matriculation rates, and college graduation rates. Given that one out of five K-12 students is Hispanic, closing this achievement gap is essential to help these students succeed in school and be prepared for today’s workforce, as well as to bolster the overall strength of the U.S. education system and the future of the nation’s economy.
The campaign focuses on fostering a strong culture of academic achievement and college aspiration among the U.S. Hispanic community. Outreach targets not only Hispanic students but also parents and caretakers and the broader community. The initiative includes national Public Service Announcements (PSAs) on Univision media platforms, national and local news coverage, and special programming on television and radio, along with partnerships at the local level for grassroots and community efforts. Es El Momento will also include a comprehensive online and mobile website at www.eselmomento.com, featuring a weekly Q&A with popular motivational radio personality Dr. Isabel and users. Interactive offerings including a school locator widget and weekly mobile text alerts will provide relevant educational tips. Hispanics will soon be able to find educational tools and resources in their area through localized feeds on the website.
Melinda French Gates, co-chair of the Bill & Melinda Gates Foundation, said, “A great education is not an honor or privilege–it’s a fundamental civil right. This partnership with Univision will not only inspire Hispanic students and their parents and community to aspire to a college education, it will give them access to the information and tools they need to make their dream a reality. Education is the best way to expand opportunity for all. We can’t think of a better partner to work with on Es El Momento than Univision, which shares this belief in the power of education.”
United States Secretary of Education, Arne Duncan stated, “President Obama and I believe that reducing dropout rates and boosting student achievement among Hispanic students is absolutely essential to the future of our economy and the future of our nation. As our nation–from the federal level to schools and districts across the country–strives to realize the dream of equal educational opportunity, Univision’s efforts will help Latino parents and the community ensure that dream by providing the tools and information to cultivate and support a college-going culture. I applaud Univision for taking on this critical conversation with parents and students – indeed, The Moment is Now- ¡Es El Momento!”
Commenting on the Es El Momento campaign, Univision Networks President Cesar Conde said, “The family is the center of Hispanic life. And study-after-study shows that parental involvement and support is absolutely essential for academic achievement. So it is only natural that in launching this multi-faceted campaign we are focused on reaching parents and the entire community in order to encourage them to help guide our young people toward a college degree.”
Outakes from the multi-media campaign, produced by the Miami-based firm Republica, debuted at a news conference at the National Press Club. For more details on the campaign including videos, advertising and advisory board biographies visit the Univision FTP site (ftp.univision.net) Enter username: eselmomento and password: educate.