Posted by Elena del Valle on June 9, 2010
Click on image to enlarge
Photo: Aflac
Last month, Aflac launched a Spanish language website targeting Spanish dominant Latinos in the United States. The provider of guaranteed-renewable insurance seeks to offer “the same quality of interaction and experience, as we offer on our English site.” The development of the English site began in summer 2009 and was launched January 2010; the development of the Spanish language site began the last quarter of 2009. The interactive Spanish-language pages were designed “to inform Hispanic consumers in a culturally relevant way about how Aflac is different from other types of insurance.”
A team with members from New Media, IT, and Emerging Markets departments worked closely with staff from Conexión and FirstBorn, the company’s public relations and digital agencies respectively. The Spanish language website invites visitors to discover why they should purchase its insurance services, and link for visitors to find and communicate with an agent. A section titled Nuestras Historias (Our Stories) features videos of five women and three men agents in California, Florida, New York and Texas who discuss their work with the company.
In addition to press releases the company is planning to promote the new Spanish language website, aflacenespanol.com, to its primary audiences: consumers, business owners and bilingual recruits for the remainder of this year. According to a company representative, the online strategies they have in mind differ by target group and include SEM (search engine marketing), banner ads, and email marketing.
When asked by email how many visitors they anticipate on the Spanish language website a company representative responded: “We expect the site to be well received by Spanish speakers and are putting significant efforts to promote it. At this point, we are building traction and are looking at this as a long term investment in the Hispanic community. It is a bit early to speculate on specific traffic goals.”
According to Aflac.com, 70 percent of employees at the insurance company are women. Women account for more than half of the company’s management and 30 percent of senior executives. The site indicates minorities make up over 40 percent of the company workforce.
Aflac is short for American Family Life Assurance Company. Established by brothers John, Paul and Bill Amos in 1955, Aflac is a Fortune 500 company incorporated is an international holding company based in Columbus, Georgia. The company, the insurer of 50 million people worldwide according to its website, has a presence in all 50 United States and U.S. Territories as well as more than 75,300 licensed agents; it had assets at the end of 2009 of more than $84 billion and annual revenues of more than $18 billion.
Posted by Elena del Valle on June 7, 2010
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Photo: Tomas Rivera Policy Institute
In the past ten years the Hispanic vote has increased 64 percent from 5.9 million to 9.7 million voters. Compared to the overall population of over 300 million that may not seem like much. On the other hand, the vote of the general population has only increased 16 percent in that same time period. If that growth pattern continues in the decades to come Hispanic voters will have an increasingly loud voice in political matters.
What impact will Hispanic voters have on future elections? For years political candidates, seers, and pundits have speculated and tried to curry favor among Latinos. As the Latino population grows, especially United States born Hispanics and naturalized citizens and their children who are able to vote, this question will become more relevant. Lately, given the increasingly controversial immigration and immigration enforcement issues facing the nation and Latino’s strong stance on them Latino voter participation may be more noticeable than ever.
Last week, the Tomás Rivera Policy Institute at the University of Southern California (TRPI) released new data that addresses the potential importance of the Latino vote in some states. The Institute researchers examined data from the United States Census for the 2008 elections to estimate the percent of the Hispanic vote it would take to cause a 1 percent shift in the statewide election in the eight states with the largest Hispanic population. According to their analysis, a shift of 2.3 percent of Hispanic voters in California to another statewide party or candidate “results in that candidate increasing their percent of the overall vote and conversely decreasing the percentage of the vote for the opposing candidate.”
Harry Pachon, president, Tomas Rivera Policy Institute
“Various national surveys indicate that while sixty plus percent of the general electorate favor local immigration enforcement, close to three out of four Hispanics oppose such policies due to fear of discrimination,” said Harry Pachon, PhD, president, Tomás Rivera Policy Institute. “Will Hispanic voters remember this issue in the fall and associate it with parties or candidates when general elections are held in November?”
Founded in 1985, the Tomás Rivera Policy Institute (TRPI) mission is to advance informed policy on “key issues affecting Latino communities through objective and timely research contributing to the betterment of the nation.” TRPI is an affiliated research unit of the University of Southern California School of Policy, Planning, and Development, and is associated with the Institute for Social and Economic Research and Policy at Columbia University.
Posted by Elena del Valle on June 4, 2010
Click on image to enlarge (Source: CDC, Chart: HispanicMPR)
The incidence of autism is increasing. In a December 2009 report by the United States Centers for Disease Control and Prevention (CDC) about the condition, the government researchers confirmed that the prevalence of autism spectrum disorders in the United States is 1 percent of the population, or one in 110 of children 8 years of age in 2006.
This may alarm some people because autism has been a much misunderstood developmental condition. Autism sufferers are unable to interact normally within society. According to the National Institute of Neurological Disorders and Stroke, Autism Spectrum Disorder (ASD) “is a range of complex neurodevelopment disorders, characterized by social impairments, communication difficulties, and restricted, repetitive, and stereotyped patterns of behavior.”
Boys are four times more likely to suffer from autism than girls. The disorder occurs across ethnic, age and socioeconomic groups. Increases of autism among children including some minorities between 2002 and 2006, according to the CDC report, were significant: there was a 91 percent increase in Hispanic children (noteworthy was a 144 percent increase in Arizona); a 41 percent in black non-Hispanic; and a 55 percent increase in white non-Hispanic.
At the same time, it seems possible Hispanic children are diagnosed accurately with autism less frequently than other children. A Reuters Health article refers to a 2009 American Journal of Public Health article that in turn cites a study in Texas schoolchildren that may indicate Latino children in that state are under diagnosed because they are less likely to have health insurance or access to medical care. Is it possible this is the case in other states?
According to a recently published book, every 20 minutes a child is diagnosed with autism. Yet no one knows why cases of autism are increasing worldwide.
Author William Stillman
William Stillman, an adult sufferer of Aspeger’s Syndrome (a milder condition on the autism spectrum), has explored and written about the issue extensively. This year, he published The Autism Prophecies How and Evolution of Healers and Intuitives Is Influencing Our Spiritual Future (New Page Books, $14.99) with the goal of revealing what he believes to be the truth about autism and its purpose.
He is convinced mind control and speaking unknown languages could be among the abilities possessed by some people with autism; that it is possible for parents to distinguish between their child’s spiritual interactions and what some might consider hallucinations; and that autism sufferers posses wisdom that may help society prepare for future hardships, resulting in a rebirth of civility, respect, and compassion.
“Given the growing rates of autism worldwide, the face of business will be required to adapt in the coming decades so that individuals with autism can contribute as taxpaying citizens, not citizens that tax an already overburdened system,” said Stillman by email when asked about the impact of autism in the business community.
“In the same manner that industries presently serve our aging population, individuals with autism will be poised for success in partnership with businesses that will adjust to meet their needs as consumers, and will redefine business approaches that tap the unique skills and talents of those same consumers. Many people with autism will always require physical care and support but their cognitive ability to problem-solve, conceptualize, and apply a rare and alternative logic can be maximized to great advantage in the future.”
The Autism Prophecies book cover
The 205-page paperback book is divided into nine chapters within three parts: Healers, Mysterious Ways and Future Forecasts. In the book, he shares comments he has received from the parents of autistic children he has met through his work and as a result of prior books he has authored. He also shares examples of what he believes are autistic sufferer’s spiritual gifts and anecdotes about the possible sensitivities of people with autism.
Described in promotional materials as an autism spectrum self-advocate, consultant, and speaker Stillman authored The Soul of Autism and Autism and the God Connection prior to writing this book. The Pennsylvania resident also wrote The Autism Answer Book, Empowered Autism Parenting, and Demystifying the Autistic Experience. Stillman also writes columns for The Autism Perspective and Children of the New Earth magazines.
Click here to buy The Autism Prophecies
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Filed Under: Books
Posted by Elena del Valle on June 2, 2010
Opening the Door with Relevant Products and Services Part Two (click here to read Part One)
By Ricardo Quayat
Executive Creative Director, Rauxa Roja
Ricardo Quayat, executive creative director, Rauxa Roja
Photo: Rauxa Roja
In Part One of Unleashing the Financial Purchasing Power of the Growing U.S. Hispanic Population (click here to read Part One), Ricardo Quayat discussed recognizing the huge potential of the vast Hispanic market and how to use data, creative and brand strategies to market to this promising audience in a meaningful and actionable way. Part Two explores cultural differences that affect the Hispanic consumer and how banks and financial institutions can effectively tap into this rapidly growing and financially sound market with relevant messages, products and services.
Culture-Based Banking
In Mexico, and South and Central America, banks employ practices that are unique to their specific regions, capitalizing on how locals save money, buy products and pay bills. Evaluated against standard banking models in the U.S. however, Latinos are turned away in many instances because conventional credit platforms may not reflect the credit worthiness the bank requires, creating a missed opportunity.
For example, payment plans with routine installments are a common purchasing method in Latin American countries, where it is preferred to have a predictable monthly responsibility. These may be personal agreements and traditional credit programs – commonplace in Latin America, but ineffectual in establishing the stability and sound payment records typically verified using traditional credit scoring methods.
Click here to read the complete article
Posted by Elena del Valle on May 28, 2010
Nora’s Will poster
José looking through binoculars in Nora’s Will
Photos, video: Menemsha Films
Cinco días sin Nora, titled Nora’s Will in English, is at first glance a film about love and what happens when a woman controls events from the grave, well some events in the lives of her loved ones anyway. On closer inspection, the Spanish language movie with English subtitles provides an opportunity for introspection withing a sad background, peppered with comic moments, of thorny issues relating to death, interpersonal relationships, selfishness, jealousy, professional ethics, suicide and society’s attitude toward it, Jewish and Catholic rites of passage, and hypocrisy that transcend a family’s life.
First time director Mariana Chenillo dedicated 92 minutes to the Mexican movie, first shown in 2008 and now being released by Menemsha Films in select theaters in South Florida. It is scheduled to be in theaters in New York in September and available on DVD later this year.Scroll down to watch a trailer of the film in Spanish with English subtitles.
Nora’s Will stood out at this year’s Ariel Awards held in Mexico City in April. At the event, the Mexican Film Academy named Cinco Dias Sin Nora Best Picture of the Year, Best First Work, and Best Original Screenplay. The judges also recognized its cast, score and make up with awards for Best Actor (Fernando Luján), Best Supporting Actress (Angelina Peláez), Best Original Score and Best Makeup. Chenillo, who wrote and directed the film, is the first woman director to win an Ariel Award for Best Picture.
Jose and Nora in their youth in Nora’s Will
Before dying, Nora, a Jewish woman, develops a plan to make José, her ex-husband, take care of her corpse. What she didn’t plan was that someone discovers a mysterious photograph forgotten under the bed. The incriminating photograph leads to an unexpected outcome which the movie maker designed to remind viewers that “the biggest love stories are sometimes hidden in the smallest places.” But is it a love story?
Director Mariana Chenillo
Chenillo, born in Mexico City in 1977, entered the Centro de Capacitación Cinematográfica of Mexico City in 1995, where she specialized in film directing. Since then, she has worked as a script girl, production manager, and as a production coordinator with several film directors. As a teacher, she has worked at the Centro de Capacitación Cinematográfica since 2005.
She was able to make the film with grant funding from the National Fund for the Arts and Culture (Jóvenes Creadores 2003-2004), the TyPa Foundation, the Rockefeller Foundation, the Hubert Bals Fund, the Mexican Film Institute, the Project Development Program for Operas Primas organized by the Centro de Capacitación Cinematográfica, and the FIDECINE public fund. The movie was shot in October and November of 2007.
Posted by Elena del Valle on May 27, 2010
Information provided by our Event Partner
25th Annual Imagen Awards
Sunday, August 15th
Century Plaza Hotel in Century City, California
The Imagen (Spanish for “image’) Foundation will be celebrating the 25th Anniversary of the prestigious Imagen Awards, to honor positive portrayals of Latinos and Latino culture in television and film, at a gala luncheon on Sunday, August 15th, at the Century Plaza Hotel in Century City, California.
The Imagen (pronounced ee-MAH-hen) Awards program was established in 1985 from a suggestion by veteran television producer Norman Lear (“All in the Family,” “The Jeffersons”) to encourage and recognize positive portrayals of Latinos in the media. Later, as The Imagen Foundation, it expanded its programs and initiatives to further its mission to serve as a bridge between the Latino community and the entertainment industry – providing access, education, and resources for Latinos in the industry as well as those seeking careers in entertainment.
Over the years, The Imagen Awards event has honored such prestigious artists as Cesar Romero, Rita Moreno, Ricardo Montalban, Martin Sheen, Placido Domingo, Penelope Cruz, Salma Hayek, Lalo Schifrin and Celia Cruz. Recent honorees include Kenny Ortega, America Ferrera, George Lopez, Nielsen Media Research and the Disney/ABC Television Group.
If you would like your company or brand to have visibility at this high-profile, star-studded event, various levels of sponsorship are available. Please contact Margie Hernandez at (310) 890-3125 or by email at margie.hernandez@yahoo.com .
Talent/press inquiries should be directed to Madeline Padilla at (818) 823-8781 or by email at mpadilla004@roadrunner.com .
More information on the awards event is available on the Imagen website www.imagen.org or by calling the Imagen office at (626) 376-9751. You can also follow Imagen on Twitter at twitter.com/imagenfound as well as on Facebook.
Posted by Elena del Valle on May 26, 2010
Opening the Door with Relevant Products and Services Part One (Part Two will be published next week)
By Ricardo Quayat
Executive Creative Director, Rauxa Roja
Ricardo Quayat, executive creative director, Rauxa Roja
Photo: Rauxa Roja
Today’s Hispanic consumer has more household wealth and economic influence than ever before. U.S. businesses – and particularly financial institutions – are taking notice, placing more importance on the development of appropriate methods to attract and keep customers in this growing segment. In fact, with U.S. Hispanics expected to control almost $1 trillion in purchasing power by 20101, banks are scrambling to maximize this huge under-served marketplace with culturally relevant products and services.
Younger than the general population, and on the move in socioeconomic terms, this emerging market has the potential to redefine mainstream banking programs and products. And by understanding cultural subtleties and nuances, bank marketers can develop data-driven, culture-based strategies and tactics for precisely targeted campaigns with messaging that appeals to Hispanic prospects and customers on both an emotional and rational level.
Click here to read the entire article
In Part Two of this two-part series Ricardo Quayat will explore the cultural differences that affect the Hispanic consumer and how banks and financial institutions can effectively tap into this rapidly growing and financially sound market with relevant messages, products and services.
Posted by Elena del Valle on May 25, 2010
Information provided by our Event Partner
Branding to the Trillion Dollar U.S. Latino Market
2010 Hispanic Retail 360 Summit
August 8-10, 2010
Hyatt Regency La Jolla at Aventine, San Diego, Calif.
The Hispanic Retail 360 Summit, now in its sixth year, is the retail industry’s premier event for retailers and marketers looking to grow their business with the Latino consumer market in the U.S. It is a high-level Conference & Tabletop Exhibition including an informative conference program and opportunities for face-to-face interaction between retailers, suppliers and experts in Latino marketing.
The conference provides retailers and suppliers a complete 360 degree look at the Hispanic shopper, using data from The Nielsen Company, retailer case studies, and noted experts on demographics, buying behavior, segmentation, marketing, merchandising, product sourcing, store design and in-store marketing to Latino consumers.
Special rate of $599 will be honored for HispanicMPR subscribers.
Go to www.hispanicretail360.com to register and use the code HISMPR to receive this special rate.
For more information on registering or sponsorship opportunities contact Michael Hatherill at 646-654-7501 or MHatherill@csnews.com.
Posted by Elena del Valle on May 24, 2010
Rebecca E. Tellez-Higgins, director, Research Discovery Networks U.S. Hispanic Group
Photo: Discovery Networks
A podcast interview with Rebecca E. Tellez-Higgins, director, Research Discovery Networks U.S. Hispanic Group is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Rebecca discusses the Mi Mundo Es en Español study about Discovery en español viewers with Elena del Valle, host of the HispanicMPR.com podcast.
Rebecca is charged with providing insightful and actionable research strategies for all divisions of the Company. While at Discovery, she was a Cable Beacon award winner with the Discovery U.S. Hispanic’s group’s “Moving Forward,” an in-depth look at issues facing Hispanic’s today with interviews of 21 key Hispanic and non-Hispanic thought leaders. Most recently, she championed an extensive research study using varied techniques (quantitative, qualitative focus groups and ethnography) to communicate a comprehensive look at the Discovery en Español viewer. The study can be seen at mimundoes.com.
Prior to Discovery she was a web brand consultant for Liberty Mutual, estimated to be the eight largest insurer in the world. At Liberty Mutual, Rebecca was in charge of libertymutual.com. She and a team of designers relaunched the site and increased web traffic by over a 100 percent. In order to truly understand the user’s experience, she was responsible for the analysis of all site traffic which included measurement online (analysis of web logs, online surveys) and offline (focus groups, phone surveys and other field studies).
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Rebecca Tellez-Higgins” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the May 2010 section of the podcast archive.
Posted by Elena del Valle on May 21, 2010
The Prince of Persia poster
Photos, video: ThinkLatino, Andrew Cooper SMPSP, Disney Enterprises, Inc. Jerry Bruckheimer Inc.
Current thorny political issues with Iran notwithstanding mega successful Hollywood producer Jerry Bruckheimer and Disney Enterprises teamed up to make the Prince of Persia: the Sands of Time, a Middle Eastern themed adventure movie based on a video game and due to be released in theaters nationwide May 28, 2010. Scroll down to watch a trailer of the movie.
Like its namesake video game the movie follows an adventure seeking prince and a princess working together to prevent an angry despot from possibly destroying the world. The movie stars Jake Gyllenhaal as Dastan, the young prince, and Gemma Arterton, as the mysterious princess Tamina. They join forces to protect a powerful and ancient dagger capable of reversing time and allowing its possessor to rule the world.
Also in the film, directed by Mike Newell (Harry Potter and the Goblet of Fire), are Sir Ben Kingsley and Alfred Molina. The screenplay was by Boaz Yakin and Doug Miro and Carlo Bernard from a screen story by Jordan Mechner. The executive producers are Mike Stenson, Chad Oman, John August, Jordan Mechner, Patrick McCormick and Eric McLeod.
Gyllenhaal and Arterton in Prince of Persia
Academy Award-nominated Gyllenhaal is winner of the 2006 Best Supporting Actor award from the British Academy of Film and Television Arts (BAFTA) and the National Board of Review. He also earned Oscar and Screen Actors Guild SAG Award nominations for his performance as Jack Twist in Ang Lee’s Brokeback Mountain. Gyllenhaal recently completed production on Duncan Jones’ Source Code opposite Michelle Monaghan, and Ed Zwick’s Love and Other Drugs opposite Anne Hathaway due to be released by Twentieth Century Fox November 24, 2010.
Arterton made her feature-film debut in the role of Kelly, the head girl in St. Trinian’s, directed by Oliver Parker and Barnaby Thompson. In 2008, she played Agent Fields in Quantum of Solace, starring Daniel Craig in his second outing as Agent 007, as well as in the title role in BBC’s adaptation of Thomas Hardy’s Tess of the D’Urbervilles. Arterton had a supporting role in Guy Ritchie’s RocknRolla, and appeared in Pirate Radio.
