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(May 22, 2001) -- As it today unveiled the first ads for a $50 million pro bono campaign focused on Hispanic education issues, the Association of Hispanic Advertising Agencies announced that NBC had agreed to participate.

Daisy Exposito-Ulla, president-COO of WPP Group's Bravo Group and immediate past president of AHAA and chairman of the campaign, said NBC is among several English-language media companies that have agreed to run English versions of ads on $50 million worth of donated air time and print placements.

The campaign has three themes. Ads from BVK/Meka, Miami, feature a cartoon character suggesting ways for parents to help their children learn. A second campaign from Dieste & Partners, Dallas, suggests that parents are missing out by not helping their kids learn.

Finally a third campaign from Bravo Group urges Hispanics to consider teaching as a career, suggesting that exposure to Hispanic teachers can help motivate Hispanic youths to do better in school. All the ads have TV, radio, print and online versions. Yahoo! has also agreed to run ads on its Spanish site. -- Ira Teinowitz

Copyright May 2001, Crain Communications Inc.

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