While 90% of Hispanic parents believe the key to living a good life is to get a college degree, only 13% of Latinos age 25 to 65 have a bachelor's degree. The reason? According to a recent Pew Hispanic Center study, many Hispanic parents don't know how to help their children prepare for and apply to college.
To counter this, the Ad Council and the Hispanic Scholarship Fund this week launched a public service effort to give low-to-mid-acculturated Hispanic parents the resources and information they need through a new website, www.YourWordsToday.org and a toll-free number, 877-473-8711.
The campaign, created pro bono by Grupo Gallegos, includes TV, radio, print, outdoor and web advertising in English and Spanish. The ads end with the tagline "De tus palabras de hoy depende su manana" ("Their tomorrow depends on your words today"). The site, also in English and Spanish, offers resources to help parents guide their children toward college. Through the toll-free number, parents can order a free informational DVD that was created and produced by Novelas Educativas in collaboration with the National Council for Community and Education Partnerships.
The issue is especially important as the U.S. Hispanic population continues to grow. Latinos currently represent 15% of the population and are expected to make up 28% by 2050, according to Pew. At the same time, 60% of Latinos who have attended college say their parents were the most influential factor in the decision to go to college.
"At Grupo Gallegos, we were motivated to do our part to further awareness of this critically important issue," said agency President John Gallegos in announcing the effort. "We are excited to partner with the Hispanic Scholarship Fund and the Ad Council for this campaign that communicates to Hispanic parents about the crucial role they play in their children's education."