Only 13% of Hispanics (ages 26-65) have a BA Degree --
According to a recent Pew Hispanic Center study, many Hispanic youth are not pursuing a college degree as a result of their parents not understanding the steps they can take to help their children prepare for and apply to college. In an effort to raise awareness among Hispanic parents about the critically important role they play in encouraging their children to go to college, The Advertising Council, in partnership with the Hispanic Scholarship
Fund, has launched a national public service advertising campaign to confront this issue.Hispanics currently represent 15 percent of the U.S. population, or 50 million people, and are projected to represent 28 percent, or 128 million people, by 2050. According to a Pew study, 9 in 10 Hispanic parents agree that the way to a good job and a comfortable lifestyle is through a college degree. In fact, more than three-quarters (77%) of Hispanics ages 16 to 25 report their parents think going to college is the most important thing to do after high school. More so, 6 in 10 (60%) Hispanics who have gone to college rank their parents as being the most influential in their decision to continue their schooling.
The campaign primarily aims to reach low- to mid-acculturated Hispanic parents in the U.S. The objective is to provide these parents with the resources needed through the new campaign website, www.YourWordsToday.org, and toll-free number, 1-877-HSF-8711.
"We are at a critical juncture in our nation's history, and Latino parents need our support," exclaims Frank Alvarez, CEO and President of the Hispanic Scholarship Fund. "Thanks to our partnership with the Ad Council and Grupo Gallegos, we believe that these compelling PSAs and our toolkit for parents will encourage and inspire parents to take a more active role in encouraging their children to go to college.”
Created by Grupo Gallegos, the campaign’s tagline reads, "De tus palabras de hoy depende su manana." ("Their tomorrow depends on your words today"). The Hispanic Scholarship Fund's (HSF) mission is to strengthen America by advancing the college education of Hispanic Americans. The organization delivers a range of programs to Hispanic families and students through community outreach and education, affordability via scholarships, college retention and career opportunities. Celebrating its 35th year, the Hispanic Scholarship Fund has awarded over $300M, resulting in approximately 100,000 scholarships to students in need. Visit: www.HSF.net.