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República announced this week that it has been selected by Fundación Teletón to create the advertising awareness campaign to launch the inaugural Teletón USA. Teletón USA will be a 27-hour-long event that will reach out to the U.S. Hispanic community, urging it to cometogether for the benefit of needy children with disabilities, cancer and autism in the United States. República has been tasked with curating a comprehensive strategy that includes research, branding, advertising and promotions. The four-phase campaign focuses on introducing and raising awareness for Teletón USA, leading up to its first annual fundraising telethon to be broadcast on Univision Network on Dec. 14-15, 2012. “We knew we needed to find an agency partner that not only had the creative capabilities, but that also shared our values and demonstrated a strong a commitment to community,” said Fernando Landeros, president of Fundación Teletón. “República is an extraordinary agency, with a successful track record, and their team demonstrated a passion that was captivating,” added Landeros. With the slogan “La Gran Familia Hispana Unida por Nuestros Niños” (The great Hispanic family united for our kids),” the television, radio and online campaign features several of Hispanic America’s most beloved personalities including Don Francisco, Gaillea Montijo, Giselle Blondet, Raul Gonzalez and Daniela Romo, among many other national and local celebrities.
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