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New Ad Council Campaign Gives Hispanic Parents Resources & Support to Help Their Children Prepare, Plan, and Pay for College

Actors Adam Rodriguez and Edward James Olmos Join Univision Anchors Jorge Ramos and María Elena Salinas in New Hispanic Scholarship Fund and Ad Council PSAs

/ PR Newswire / — 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.
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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 and Reckless, 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.

About The Ad Council

The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has affected, and continues to affect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.

About the Hispanic Scholarship Fund

Founded in 1975, the Hispanic Scholarship Fund provides scholarships to Latino students, as well as related support services. HSF seeks to give students all the tools they need to apply to college, do well in their course work, graduate, enter a profession, excel, help lead our nation going forward, and mentor the generations to come. As the nation’s largest not-for-profit organization supporting Hispanic American higher education, the Fund has awarded over $470 million in scholarships and provides a range of ancillary programs for students, HSF Scholars, and their families. HSF further strives to make college education a top priority for every Latino family across the nation, mobilizing our community to proactively advance that goal – each individual, over a lifetime, in every way he/she can. For more information about the Hispanic Scholarship Fund, please visit: HSF.net.

About The Vidal Partnership

Founded in 1999, The Vidal Partnership is a leader in multicultural marketing communications located in New York City. Fiercely independent and certified 100% minority-owned and managed, TVP helps brands thrive in multicultural culture by creating compelling and innovative solutions that build the business of top-tier clients including Aaron’s, Cablevision – Optimum, HomeSmart, Lincoln Financial Group, Hispanic Scholarship Fund, Powerful Yogurt, Remy Martin USA, TD Bank and the NFL. TVP is a three-time Agency of the Year, four-time Advertising Age A-List Agency and a three-time AHAA Creative Awards Best in Show winner. For more information, visit vidalpartnership.com.

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Adam Rodriguez Edward James Olmos María Elena Salinas Jorge Ramos & María Elena Salinas

Media Contact

Meg Rushton
Ad Council
[email protected]

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