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Hispanic Scholarship Fund

Background and Objectives:
In April 2010, the Ad Council and the Hispanic Scholarship Fund (HSF) launched a national campaign to raise awareness among Hispanic parents about the important role they play helping their children get into college. The PSAs direct parents to visit the campaign website, www.YourWordsToday.org (available in English and Spanish), and a toll-free number, 1-877-HSF-8711, both of which offer resources to better understand and navigate the college process.

PR and Social Media Strategy:
  • Launch event in Washington, DC
  • English and Spanish SMT/RMT
  • English and Spanish MNRs
  • Social media outreach including blog relations, Facebook, Twitter
Results:
In just the first two weeks, the new PSAs and research were featured in national and local television, radio, print and online news stories throughout the country, reaching more than 29 million people. The MNRs resulted in more than 200 placements generating 21 million impressions.

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