Posted by Elena del Valle on May 21, 2008
Don’t Be Afraid screen image
Photos, video: Comcast
In April, the police departments of the Montgomery and Prince George’s counties in Maryland, with the help of Comcast, launched a public service campaign targeting foreign language speakers in the two counties. Don’t Be Afraid, a bi-county campaign assuring speakers of other languages that emergency services will help those who seek assistance will run through August 2008. It includes two public service announcements (PSAs) and two five-minute interview segments with each county’s chief of police at a value of more than $400,000 in air-time. Scroll down to watch the public service announcement video.
Chief J. Thomas Manger of the Montgomery County Policy Department, and Chief Melvin C. High of the Prince George Police Department recorded five-minute Comcast Newsmakers interview segments explaining the campaign’s role in ensuring the safety of the counties’ non-English or limited English speaking residents. Each chief’s interview aired on CNN Headline News in his respective county for two weeks from mid to late April.
The PSAs produced for the campaign display the “911” emergency number and the word “Help” on-screen. The word “Help” appears translated into the most commonly-spoken languages in the counties: Spanish, French, Korean, Mandarin, Vietnamese and Russian. Taped in English and Spanish, the PSAs will run cross-channel on Comcast Cable in both counties through the end of August 2008.
Sanford Ames, Jr., area vice president, Comcast
“It is Comcast’s goal to make all members of our community feel valued and safe,” said Sanford Ames, Jr., area vice president, Comcast. “We’re proud to partner with the Montgomery and Prince George’s counties police departments to publicize the availability of 911-call translation services and to eliminate the ethnic community’s fear of reporting crime.”
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Translation company owner Martha E. Galindo explains
- Why it’s important to reach your clients in language
- Ins and outs of translations issues
- How to select a translator
- What to expect
- How to save on translation costs
- Much more
Click here for information on “Hispanic Market Translation Issues”
“We are very grateful to Comcast for its commitment in helping us get this critically important message out to the community,” said Manger. “Montgomery County has a culturally diverse population and we want to make sure that our community members who don’t speak English as a first language know, that through our translation services, when they need our help they can call 911 and be understood.”
Don’t Be Afraid is the fourth in a series of public safety campaigns in which Comcast has invested its resources. Previous campaigns included Drive, Think, Live, a program the company sponsored in Montgomery County promoting driver safety among young people; as well as Pedestrian Safety, a District of Columbia metro area campaign promoting the use of crosswalks and safe driving tactics in heavily populated areas. Crossing Guards, the third in the series, highlighted school crossing guards and the work they do to keep children safe.
Posted by Elena del Valle on May 20, 2008
Allan Villafaña and Maria Elvira Salazar of Mega Reporte
Photos: Spanish Broadcasting System
Spanish Broadcasting System recently launched a weekly 60-minute news and entertainment summary program, Mega Reporte, described as an in-depth journalistic program created to examine the issues and topics that directly affect the Hispanic community in the United States and abroad. It airs Sundays at 10 pm ET (7 pm PST) on Mega TV Channel 22, DirecTV Más Channel 405, and at 11 pm in Puerto Rico on DirecTV Channel 169.
The program will have 90 percent original content. It will be hosted mostly by four journalists: Frank Cairo, Carlos Alberto Montaner, Maria Elvira Salazar and Allan Villafaña. In addition to general news, Mega Reporte plans to address health and politics in future programs. Manny Alvarez, M.D., the station’s Spanish language medical correspondent on Mega News, will address health issues. He is known as Dr. Manny.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Cairo, host of A Solas Con Frank Cairo, is a television producer with 20 years of experience in the entertainment industry. He produces Mega TV shows like Paparazzi TV, where he’s also the main host, and crime magazine Xpediente.
Montaner, host of Pronosticos, was born in Havana, Cuba in 1943 and has resided in Madrid, Spain since 1970. He has published more than twenty books. Several of his books have been translated into English, Portuguese, Russian, and Italian.
Salazar is host of Maria Elvira Live. For the past 22 years Salazar, who was raised between Puerto Rico and Miami, has worked on air at national networks and news organizations; hosted her own debate show; and worked as a news anchor and war correspondent.
Carlos Alberto Montaner and Frank Cairo of Mega Reporte
Born in Ponce, Puerto Rico, Villafaña, host of Xpediente, has covered natural disasters and world events including the 2000 and 2004 Olympics games as well as the Middle East crisis. He is a graduate of Ohio State University in Columbus, Ohio.
Alvarez is chairman of the Department of Obstetrics and Gynecology and Reproductive Science at Hackensack University Medical Center in New Jersey. He is also adjunct professor of Obstetrics and Gynecology at New York University.
Spanish Broadcasting System, Inc. is one of the largest publicly traded Hispanic-controlled media and entertainment companies in the United States. SBS owns and operates 20 radio stations located in Hispanic markets such as New York, Los Angeles, Miami, Chicago, San Francisco and Puerto Rico. The Company also owns and operates Mega TV in Miami.
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Filed Under: Media
Posted by Elena del Valle on May 19, 2008
Stacey L. Connaughton, Ph.D. and Federico Subervi, Ph.D.
Photos: Stacey L. Connaughton, Ph.D., Federico Subervi, Ph.D.
A podcast featuring an interview with Federico Subervi, Ph.D., professor, Texas State University-San Marcos and Stacey L. Connaughton, Ph.D., faculty member, Department of Communication at Purdue University is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, they discuss mass media and Latino politics based on the recently published book by the same title with Elena del Valle, host of the HispanicMPR.com podcast.
Federico is director of the Center for the Study of Latino Media & Markets at the School of Journalism and Mass Communication, Texas State University-San Marcos. Since the early 1980s, he has been conducting research, publishing and teaching on a broad range of issues related to the mass media and ethnic minorities, especially Latinos in the United States. He is the editor and an author of the book The Mass Media and Latino Politic Studies of U.S. Media Content, Campaign Strategies and Survey Research: 1984-2004.
Federico is the principal investigator of two research grants (one from the Ford Foundation, another from the Social Science Research Council) focused on analyzing the diversity of Latino-oriented media in central Texas. He is also the principal investigator of a McCormick-Tribune Foundation grant to assess the practices and policies of Texas and Illinois for communicating with non-English-speaking populations during emergency situations.
Click here to buy The Mass Media and Latino Politics
Stacey teaches graduate and undergraduate courses in organizational communication theory and leadership at Purdue. Her research interests include identification and leadership in geographically distributed contexts, particularly as these issues relate to virtual teams and organizations and political parties. Her book, Inviting Latino Voters: Party Messages and Latino Party Identification, was published in 2005 by Routledge and she is a contributing author of the book The Mass Media and Latino Politics.
Stacey is a Senior Consortium research fellow at the U.S. Army Research Institute where she serves as the Consortium’s thought leader on virtual leadership and teams. She is a member of the Advisory Board of the Leadership Institute at ICF International, and has served as an academic representative to the Conference Board of New York’s Knowledge Management and Learning Division.
To listen to the interview, scroll down until you see “Podcast” on the right side, then select “HMPR Federico Subervi, Ph.D. Stacey Connaughton, Ph.D.” 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 2008 section of the podcast archive.
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Subervi, Ph.D. and Elena del Valle, MBA
Find out
• About the hundreds of Latino media
• Who are the major Hispanic media
• Type of media outlets they represent
• Languages in which they are produced
• Programming and content they offer
• Hispanic media geographic reach
• Hispanic media challenges
Click here for information on Latino Media and Hispanic Media Training
Posted by Elena del Valle on May 16, 2008
Bella un momento puede cambiar su vida para siempre book cover
Photos, video: Grupo Nelson
In May 2008, Lionsgate will release a 93-minute DVD version of the film Bella in the U.S. The same day the DVD is released, a 208-page novelized print version of the film, Bella: One moment can change your life forever, will become available for the first time. The DVD will sell for $27.98 and the price of the book is $14.99. Scroll down to watch a movie trailer of Bella in English.
The film is also scheduled to open in theaters in Mexico in May 2008. Bella un momento puede cambiar su vida para siempre, the Spanish version of the book, will be published by Grupo Nelson. The English edition of the book will be published by Grupo Nelson’s sister company, Thomas Nelson Fiction. Both books will be available as trade paperbacks. Grupo Nelson will launch the Spanish book version of Bella in the U.S. May 15 in Miami, Florida at the company’s annual booksellers’ conference. The book is expected to be in points of sale in Latin America after June 2008.
In
Bella, a love story, life hasn’t turned out as rosy as Jose (Eduardo Verastegui), a cook, and Nina (Tammy Blanchard) a waitress, had planned. Inspired by a true story it is described as a film that “celebrates life, love, family and relationships.” The
Bella screenplay was written by Alejandro G. Monteverde, Patrick Million and Leo Severino. The
Bella novel was written by Lisa Samson, the author of 19 books, and is based on the original screenplay.
Produced by Metanoia Films, the motion movie was released in theathers October 2007. Bella won the c People’s Choice Award of the Toronto Film Festival, Best Picture and Best Actor at the 2008 Movie Guide Awards, and the Legacy Award from the Smithsonian Institute’s Latino Center.
Grupo Nelson is the Spanish division of Thomas Nelson Publishers (founded in 1798), a publisher and distributor of books about business, culture, inspiration, Christian life, fiction and family value themes including distribution in Latin America and Spain. Thomas Nelson Publishers and Grupo Nelson are owned by Thomas Nelson, a provider of bibles, products, and live events emphasizing Christian, inspirational and family value themes.
Posted by Elena del Valle on May 15, 2008
Scene from Celia: The Life & Music of Celia Cruz
Photos: Adrienne Arsht Center
The international tour of the New York musical about the life of famous Cuban singer Celia Cruz will begin June 18, 2008. Celia: The Life & Music of Celia Cruz will kick off as part of the Adrienne Arsht Center for the Performing Arts of Miami-Dade County 2008 summer season. Performances will be in English or Spanish. Tickets cost $50 and $75 for VIP seating. After Miami, the show is scheduled to travel to Spain and Puerto Rico.
Scene from Celia: The Life & Music of Celia Cruz
According to promotional materials, the musical takes the audience on a 60-year journey through the life of salsa singer Celia Cruz from her humble youth on the island to her later years of international success. The story is told from the perspective of Celia’s husband, Pedro Knight. Sixteen singers, dancers and musicians will participate in the show which will be presented by the Adrienne Arsht Center and PerilloMusic by arrangement with Cardenas Marketing Network, Inc.
The Adrienne Arsht Center for Performing Arts, designed by Cesar Pelli, is Miami-Dade County’s largest public private-sector partnership. It includes a 2,400-seat opera building, a 2,200-seat concert hall, a 200-seat theater, an education center, a restored Art Deco Tower, and plaza for the arts.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on May 14, 2008
McDonald’s new Spanish language website – click on image to enlarge
Photo: McDonald’s
As part of its promotional efforts to introduce a new chicken product, McDonald’s recently launched two websites, WhatCameFirst.com and QuienFuePrimero.com, operated by a third party. The Southern Style Chicken Biscuit and Sandwich was introduced nationwide May 6, 2008. The sandwich, available as a breakfast item and during the day, features lightly breaded all white chicken and is served with two pickles on a biscuit (in the morning) or a bun. As for the debate, the day we visited the website the egg was winning 4,989 to 4,789.
The primary audience for these efforts are multicultural adults between the ages of 18 and 49. The new pages will be promoted through media relations, word of mouth, street team initiatives across the country, and special events for May 14, National Dance Like a Chicken Day. The Game Agency developed the Spanish-language pages.
The idea is for consumers to log on to participate in an online exchange about the age-old chicken versus egg debate through a customized Dance-Off. Website visitors can upload a photo to a character of their choice to create a customized animated figure to pit the chicken and the egg against each other; share dance sequences, challenge friends and family to participate with equally customized animated characters; and view humorous “man-on-the-street” video interviews from people across the country who share their opinions on the eternal question of “What came first, the chicken or the egg?”
McDonald’s USA, LLC, is a fast food provider in the United States. More than 80 percent of McDonald’s 13,700 U.S. restaurants are independently owned and operated by local franchisees. One third of McDonald’s employees in the United States are Latino and 11 percent of the company’s board members are Hispanic.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
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Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
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Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
Posted by Elena del Valle on May 13, 2008
Print ad in Spanish – click on image to enlarge
Photos, video: Pochteca Media, American Cancer Society California Division
Although cancer, a group of diseases with fast and abnormal cell growth, can affect anyone, the older a person the greater his or her chances of being stricken by this illness. According to the American Cancer Society, in 2003, 20 percent of all deaths among Hispanics were due to cancer. Looking at it another way, slightly less than half of all Hispanic men will have cancer in their lifetime, and slightly less than one third of Hispanic women will have cancer in their lifetime.
At the same time, some types of cancer affect Latinos more commonly than non Latinos. These include stomach, liver, cervix, leukemia and gallbladder. As America’s Latinos population continues to grow and age, these statistics become increasingly alarming.
To address this issue, the California Division of the American Cancer Society teamed up with two ethnic-media advertising agencies to create video and print ads targeting Chinese and Latino residents of that state with a message of hope and help. The resulting public service ads (PSAs) encourage Asian and Hispanic Americans to turn to the American Cancer Society for cancer-related information, education and services by calling the Society’s toll-free number or visiting its web pages. Scroll down to watch the new public service announcement videos in English and Spanish.
David F. Veneziano, CEO, California Division, Inc. American Cancer Society
“Our goal with this campaign is to reach out to these communities and to let them know that we are here to help with in-language information and services that support California’s diverse communities,” said Carolyn Bruzdzinski, Ph.D., chief mission delivery officer of the California Division of the American Cancer Society.
The campaign is designed to educate the state’s Chinese and Latinos about cancer and free Society programs and services available in their communities. Promoters hope the newly launched public service announcements and print ads in Mandarin, Cantonese, English and Spanish will appear in ethnic media outlets throughout California beginning in late April 2008 through May 2008. Plans are in the works for the campaign to be expanded to the national level.
“As the premier source of information about cancer prevention and treatment, the Society provides important education, programs and services that address the unique needs of the many cultures and communities which reflect the people of California,” said David F. Veneziano, chief executive officer, California Division, Inc. of the American Cancer Society. “With over 56 percent of our population comprised of minorities, this campaign is an important part of our mission to eliminate cancer as a major health problem for all Californians.”
The advertisements were developed by two Los Angeles based agencies, Pochteca Media and TEN Communications with the American Cancer Society assisting in an advisory role. It took a team of six individuals two months to complete the Hispanic market ads. The Society plans to work with the agencies and several Asian and Spanish -language media organizations to place the PSAs.
Mario Cobián, CEO, Pochteca Media
“It is our distinct honor to partner with the American Cancer Society for this extremely important cancer awareness campaign targeting the Hispanic community,” said Mario Cobián, chief executive officer, Pochteca Media. “Together, we hope to inspire the Hispanic community to take action for themselves and their families.”
“It is our great pleasure to work with American Cancer Society to help launch an in language media campaign in the Chinese market,” said Karen Park, president, TEN Communications. “This effort will not only generate awareness about the Society and its great services, but will also benefit medically underserved Chinese Americans in California. We hope more Chinese Americans will contact the Society for information and resources when dealing with cancer.”
Through the Society’s toll-free National Cancer Information Center (1-800-ACS-2345), callers who speak English, Spanish and other languages can obtain information about cancer prevention, early detection and treatment, and be linked with community resources. The Society’s website has materials in Spanish and other foreign languages.
There is also a Tell A Friend breast cancer program with a tailored component for Korean, Filipino, Vietnamese and Chinese women; Aconseje a su Amiga which encourages Latina women to get a mammogram and a Pap test; Look Good…Feel Better includes cosmetic offerings for women and is available in Spanish (Luzca Bien…Sientase Mejor); and Relevo por La Vida designed to place Relay For Life events in Hispanic communities.
The American Cancer society is a nationwide community-based voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer through research, education, advocacy and service. The California Division of the Society has local offices in 106 communities.
TEN Communications, established in 2003, is a marketing communications agency with targeted efforts toward the growing Asian American population in the United States. The agency has with language fluency and cultural expertise in Chinese (Mandarin and Cantonese), Korean, Vietnamese, Asian-Indian, Filipino and Japanese. Pochteca Media LLC, established in 1997, is an integrated multicultural communications agency. Clients include IKEA, Tropicana Express, Latino Literacy Now and Edward James Olmos, Cox Communications, Las Vegas Convention & Visitors Authority, and Latin Grammy’s and Nevada Hispanic Services.
Click on the play button to watch the videos:
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Filed Under: Video
Posted by Elena del Valle on May 12, 2008
Backdrop album cover
Photos, video, song: SGM Records
Oakland, California resident David Privat-Gilman, known by his artistic name David P-G, has taken the first step in the professional music business at a young age. SGM Records signed him up at 17 and now his first electronic-techno album, Backdrop, is available for the whole word to purchase. An American-Peruvian, David P-G composed, produced and promoted his first album while he was a senior in high school. Scroll down to watch Glenbrook music video and listen to Glenbrook from the Backdrop album.
David P-G producer and composer
“I very much enjoyed it. I spent hours each day working on songs because I got hooked on it,” said David P-G, who was influenced by varied music genres and incorporates different styles in his music, from hip-hip to techno.
David P-G
He composed the music, arranged the songs, produced and designed his album cover with his drawings and photographs. His first single Glenbrook and 12 other tracks are on sale at iTunes.com. David P-G plans to promote his music in the San Francisco Bay area and in his hometown.
Many of his songs were made in his early teens and he continues to pursue music as he enters college. SGM Records, a record label and production company, conducts digital video production specializing in music videos, TV commercials and public service announcements.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Click on the play button to listen to Glenbrook from the Backdrop album
Posted by Elena del Valle on May 9, 2008
How the Garcia Girls Spent Their Summer film poster
Photos and video: Grupo Najera, Maya Releasing
On May 16, 2008 Maya Releasing will release How the Garcia Girls Spent Their Summer, a story of three generations of Mexican American women in one family who experience sexual awakenings over the course of a summer, in theatres across the country. Scroll down to watch movie video clip.
The 128-minute feature was written, produced and directed by Georgina Garcia Riedel who was inspired by her 70-year old grandmother’s desire to buy a car. It stars Rick Najera, America Ferrera, Steven Bauer and Elizabeth Peña.
Actor Rick Najera
How the Garcia Girls Spent Their Summer was originally screened at the 2005 Sundance Film Festival. The film has also been screened in festivals in Sao Paulo, Austria, Buenos Aires, Istanbul, Stockholm and Sydney.
Improve your outreach programs by understanding
how Latinos see themselves – listen to
“Latino Identity and Situational Latinidad ” audio recording
Presenters Diana Rios and Ph.D., Federico Subervi, Ph.D.
Find out
• Who is Latino
• Assimilation, acculturation and pluralism
• Hispanic culture dynamics affecting Latino
• Role of Latino identity
• Three factors that contribute to Latino identity
Click here for information on Latino Identity and Situational Latinidad
As sweltering summer stretches over an Arizona border town, Doña Genoveva (Lucy Gallardo), the Garcia family matriarch, buys a car even though she doesn’t know how to drive. She recruits Don Pedro to teach her to drive and sparks begin to fly. Her daughter, Lolita (Elizabeth Peña), also enters into a romantic sizzle at the butcher shop
where she works. At the same time, Lolita’s teenage daughter, Blanca (America Ferrera) is experiencing her own awakening.Maya Releasing is owned by Maya Entertainment, which was created by producer Moctesuma Esparza. The vertically integrated production, distribution and exhibition company also owns Maya Cinemas and Maya Pictures and targets the growing United States Latino market.
