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Hispanic Media Join Census Efforts



TAMPA, Fla.,  -- A group of local Hispanic media outlets recently joined efforts in creating a multimedia advertising campaign titled "Presente!" directed to Hispanics living in the Tampa Bay area.  The key objective of the project was to inspire members of the community to take active part in the Census 2010 process.  While some segments of the community feel comfortable with filling out the brief questionnaire, others need help to allay their fears and gain confidence in the Census process.

With the creation of the Tampa Bay Hispanic Media Association, the participating members gathered to discuss key issues and develop a comprehensive communication strategy.  The initiative was originated by Ms. Iris Gonzalez and Mr.Christian Leon of Bright House Networks.  "Our main concern was to reach those in the Hispanic community who are wary of the Census process and inspire them to participate by instilling a sense of urgency and trust," said Mr. Leon.

The local media group recruited the help of a Tampa based Hispanic advertising agency to convert the strategy into actual print, radio and television spots.  Rumbo Cultural Marketing was able to distill the essence of the strategy and crafted several executions that highlighted the benefits of participating in the Census.  Mr. Fabian Yepez, partner with the marketing firm said: "The messages were also meant to emphasize on the confidentiality of the whole process in order to communicate a message of trust and privacy."

The creative work was developed by Mr. George Zwierko, one of the partners at Rumbo Cultural Marketing.  "We are targeting those who may feel threatened by sharing the information the Census is designed to compile.  We want to reach those who have reasons to feel threatened by official paperwork or mistrust government workers," said Mr. Zwierko in a recent interview.  The agency donated their time and services to this worthy effort.

The ads were produced thanks to the support of local media companies like Maxima 92.5FM, La Ley 760AM, Telemundo, Univision, CENTRO Tampa, Siete Dias, Radio MQM, and Bright House Networks among others.  Local community organizations like the Hispanic Alliance of Tampa Bay and the Consejo Mexicano de la Bahia also served as sounding boards in the development process of this innovative campaign.

The new association wants Hispanics to feel comfortable with providing information to the Census and to understand that doing so will actually benefit them in the future.  This will not in any way compromise their situation here in the US. In fact, good community participation will benefit us all.



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