"Your Words Today" Campaign Promotes Hispanic Parental Engagement
According to a study conducted by the Tomas Rivera Policy Institute, Hispanics who have gone to college rank their parents as being most influential in their decision to continue their schooling. However, more than 65% of Hispanic parents do not have the knowledge to guide their children as they seek to apply and enroll in college.
This challenge is at the center of a campaign sponsored by the Hispanic Scholarship Fund and The Ad Council, with creative by the Grupo Gallegos ad agency. The first spot, “Julian” captures a voice-over conversation between a mother who wants her son to attend college, and her son who wants to skip college to get a job so he can buy “new stuff” like a phone and a car. The commercial focuses on the reasons mom and son each give to support their position. Here’s the spot:
The real emotional wallop comes as we see the son’s future unfold and change during the conversation; his economic future tied to each potential path. Most striking is the briefcase that turns into a small ice cooler and back again, signifying that the real choice at stake is between a white-collar career or a blue-collar job. These are visuals that any parent can relate to, regardless of ethnicity or economic status. The commercial’s closing reminder, “Their tomorrow depends on your words today,” puts the responsibility squarely on the parent’s shoulders.
This is an extremely powerful message, executed in a way that effectively hits an emotional nerve. And like I mentioned earlier, although it was created for an Hispanic audience, the message really speaks to parents of any race or ethnicity. It’s a really touching commercial that effectively speaks to parents.
The campaign is supported with a fantastic website (www.yourwordstoday.org), which provides a number of resources for parents including information on planning and paying for college.