Hispanic Scholarship Fund / MultiVu


In celebration of Hispanic Heritage Month, which runs from September 15 to October 15, the Hispanic Scholarship Fund (HSF), in partnership with the Ad Council, is launching a new, national public service advertising (PSA) campaign to give Hispanic parents access to the resources they need to help their children prepare, plan, and pay for college.


Today, Hispanics account for 19% of all college students, ages 18 to 24, up from 12% in 2008. What’s more, 69% of Hispanic graduates are now going directly to college after graduating high school, a rate that is higher than that of the general population. This unprecedented surge in Hispanic college-bound students underscores the need to provide more information about college and more financial resources than ever before.

“I am so honored to be a part of this campaign,” said Adam Rodriguez, actor, screenwriter, director, star of television series CSI: Miami andReckless, and member of the Hispanic Scholarship Fund’s Board of Directors. “Higher education is an integral stepping stone towards a successful future in this country, and I hope that these PSAs will equip parents to be the support system that their kids need to get to and through college.”

“With Latinos representing one in four people in America under age 18, it is more important than ever for HSF to provide scholarships and services to students, as well as provide resources for their parents,” said Fidel A. Vargas, President & CEO, Hispanic Scholarship Fund. “Their success in college is more important than ever, and this is our opportunity to help Latino students not only reach college, but make the most of their college experience. We hope this campaign will equip even more Hispanic parents and students with the tools they need to plan, prepare, and pay for college.”

The new PSAs, featuring actors Adam Rodriguez and Edward James Olmos, and Univision co-anchors Jorge Ramos and María Elena Salinas (also a member of HSF’s Board of Directors) specifically target Hispanic parents. The PSA campaign empowers parents to help their children navigate the college application process and access the resources and support needed to excel in their studies and graduate. According to a 2009 Pew Hispanic Center survey, 88% of Latinos ages 16 and older agreed that a college degree is necessary to get ahead in life today, as compared to only 74% of all Americans ages 16 and older. This new Ad Council campaign is designed to provide Hispanic parents with the information and resources they need to ensure their children attain a college degree.

“We are thrilled with these new PSAs and the campaign as a whole,” said Ad Council President and CEO, Peggy Conlon. “Hispanic parents have a wonderful opportunity to shape the future of their children and to give them the chance to pursue a higher education and the opportunities that go with it. These PSAs encourage and inspire action. We believe they will make a huge impact.”

The new TV, print, radio, outdoor, and digital PSAs were created pro bono by ad agency, The Vidal Partnership. They drive the audiences to HSF.net, where parents can find resources and tips to help their children.

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