Hispanic census count important for network

Telemundo push aims to get Hispanics 'Counted'
Kimberly Maul, PRWEEK U.S., March 19, 2009

MIAMI: US Spanish-language TV network Telemundo wants Hispanics to “Be Counted” in the 2010 Census, and is launching a multiplatform, year-long campaign on April 1. “Hazte Contar!” will bring together online, in-person, and on-air elements promoting involvement in the 2010 Census.

“The Census is very important to Spanish-language television because Hispanics, as well as other minorities, tend to be undercounted,” said Alfredo Richard, SVP of communications and talent development for Telemundo. “It's part of our mission to serve our viewers, but also it is good business. The more Hispanics that are accounted for, the bigger business we can aspire to.”

Telemundo will create a Web site for the campaign, develop PSAs, and will participate in speaking engagements surrounding the Census. Telemundo president Don Browne is scheduled to speak at a March 30 briefing of 2010 census strategy in Washington, DC, for the Census Bureau and its partners, which include nonprofits and other government organizations.

Additionally within the community, Telemundo is partnering with organizations, such as the US Hispanic Leadership Institute, MANA, and League of United Latin American Citizens, for grassroots outreach and community events.

“We're doing all of the innovative things to be able to get the message across for the next 12 months,” Richard said. “We're thinking of a song. We're also going to find a way to get the Census messages into the storyline of one of our original novelas.”

Goodman Media in New York currently serves as Telemundo's AOR for business and trade media relations, while Santa Cruz Communications in Miami works on programming publicity. Both agencies are helping with the execution of the campaign, Richard said, while “our in-house PR team is developing all the strategy and working in all the messaging.”

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