MIAMI — According to Univision Communications, an “information gap” has emerged for Hispanics who prefer to consume Spanish-language media with respect to COVID-19 related information and news updates. As such, it has unveiled a campaign expressly designed to help U.S. Hispanics “grapple with the impact of the pandemic based on consultation with community partners and audience needs.”
The Unidos Por Los Nuestros (United for Each Other) effort focuses on Home and Family, Health and Wellness, and Financial Stability. Univision says the new initiative will offer details on how to access critical health and economic-related resources.
But, it makes it clear that the campaign is designed “to close the in-language information gap that Hispanic Americans are experiencing during this heightened time of need.”
The statement is intriguing, as NBCUniversal’s Telemundo network, Univision’s chief rival, and Estrella Media have each taken their news programming up a notch. Also increasing its COVID-19 offerings is Spanish Broadcasting System’s Mega TV.
That said, Univision’s Unidos Por Los Nuestros COVID-19 campaign is a multi-media effort that envelopes Univision’s networks (Univision and UniMás), its Uforia-branded radio stations and online streaming platform, and its digital channels.
Soon-to-exit CEO Vince Sadusky played up the “in-language information gap” as “a very real issue” for U.S. Hispanics as they face new challenges tied to COVID-19 on a daily basis.
Univision SVP and Head of Government Relations and Corporate Social Responsibility Ron Estrada added, “Our Unidos Por Los Nuestros campaign focuses on recommended measures to take and highlights resources for our community so they can make the decisions necessary to hasten the recovery for themselves and their families.”
Unidos Por Los Nuestros sees Univision partnering with advocacy organizations UnidosUS, LULAC, Hispanic Heritage Foundation, Mi Familia Vota, and Too Small To Fail, among others, to provide information to the community.
Further, a coordinated deployment of PSAs, virtual townhalls, Facebook Live sessions, and text message campaigns has seen Univision donate “thousands of hours in airtime and millions of dollars in air and digital inventory.”