Univision Communications announced the launch of “Es El Momento” (The Moment is Now), a multiplatform, multi-million dollar three-year national education initiative. Via Republica, Miami the effort is aimed at improving academic achievement among K-12 Hispanic students with a specific focus on increasing rates of high school graduation, college readiness, college completion and engaging Hispanic parents and the broader community in these efforts.
The Spanish-language campaign, which went live 2/23 across all Univision platforms – television, radio, online and mobile is conducted in collaboration with the Bill & Melinda Gates Foundation, the U.S. Department of Education, community, education and civil rights groups from around the country. Award-winning Univision news anchor Jorge Ramos will be the campaign’s primary spokesperson. In addition, an Advisory Board with experts in education has been established to assist Univision in the on-going development of the multi-year campaign.
Said Joe Uva Univision CEO: “Univision has always stood for championing the needs and interests of the Hispanic community. Today, no issue is more important than education and improving academic achievement for our young people. That is why we are using all of the resources across our entire portfolio to empower Hispanic parents and children by providing them with relevant information and connecting them with the resources they need to succeed.”
The campaign focuses on fostering a strong culture of academic achievement and college aspiration among the U.S. Hispanic community. Outreach targets not only Hispanic students but also parents and caretakers and the broader community. The initiative includes national PSAs on Univision media platforms, national and local news coverage, and special programming on television and radio, along with partnerships at the local level for grassroots and community efforts. Es El Momento will also include a comprehensive online and mobile website at www.eselmomento.com, featuring a weekly Q&A with motivational radio personality Dr. Isabel and users. Interactive offerings including a school locator widget and weekly mobile text alerts will provide relevant educational tips. Hispanics will soon be able to find educational tools and resources in their area through localized feeds on the website.