May 01, 2020

Univision Communications Inc. is launching Unidos Por Los Nuestros (United for Each Other) COVID-19 campaign to help Hispanic America grapple with the impact of the pandemic based on consultation with community partners and audience needs. Focusing on Home and Family, Health and Wellness, and Financial Stability, the new initiative will offer details on how to access critical health and economic-related resources while aiming to close the in-language information gap that Hispanic Americans are experiencing during this heightened time of need.

Unidos Por Los Nuestros COVID-19 campaign doubles down on the company’s mission of informing and empowering the Hispanic community by focusing on helping them navigate new hurdles in their daily lives caused by the pandemic. Since the onset of COVID-19, Univision is leveraging its network, local broadcast, radio and digital channels to provide daily information about proper measures and precautions to help stop the spread of the virus.

"Univision's commitment to our community is long-standing and unwavering in times of crisis. Our Unidos Por Los Nuestros (United for Each Other) campaign focuses on recommended measures to take and highlights resources for our community so they can make the decisions necessary to hasten the recovery for themselves and their families," said Ron Estrada, Senior Vice President, Head of Government Affairs and Corporate Social Responsibility.

As part of this Unidos Por Los Nuestros COVID-19 campaign, Univision is partnering with more than a dozen advocacy organizations such as UnidosUS, LULAC, Hispanic Heritage Foundation, Mi Familia Vota, and Too Small To Fail, among others, to provide information to the community regarding financial stability, home and family challenges, and health and wellness with a special emphasis on mental health. Through a coordinated deployment of PSAs, virtual townhalls, Facebook Lives, text message campaigns, and other means, the company is donating thousands of hours in airtime and millions of dollars in air and digital inventory to ensure our audience is informed and empowered.

Specifically, Univision’s Unidos Por Los Nuestros COVID-19 campaign efforts will include various activities and resources addressing Home and Family, Health and Wellness, and Financial Stability, such as:

Home and Family

•    Daily messages from the Pequenos y Valiosos (Young and Valuable) text messaging campaign, with the support of Too Small to Fail, focusing on tips for parents with young children at home
•    Los Angeles Community College District Foundation/Dance Party Donation Program
•    National Facebook Live on coronavirus and college readiness
•    Social media assets on learning at home and free educational resources
•    National Facebook Live on home and family challenges

Health and Wellness

•    COVID-19 resources text messaging campaign with support from the Chan Zuckerberg Initiative
•    Health and Wellness PSAs produced and distributed by Univision Chicago to all Spanish-language TV and radio in the state of Illinois
•    Hourly local TV and radio “COVID19 Alert Health & Wellness Updates” airing from 11:00am–Midnight
•    For frontline workers, sharing and facilitating positive and motivational messages from the community
•    Health & Wellness PSAs: Safety of Essential Workers; Social Distancing & Hygiene Measures (CDC & Ad Council); Mental Health; Misinformation; “Thank you” to First responders; #YoMeQuedoEnCasa / Stay at Home

Financial Stability

•    Small Business virtual townhalls via the POSiBLE platform in select markets
•    Digital hub with national and local resources
•    Interviews with experts for Facebook Live / Instagram Stories

Since the onset of COVID-19, Univision has:

•    Broadcast a special coronavirus edition of its Sunday night newsmagazine “Aquí y Ahora”
•    Launched Noticias Coronavirus, Noticias al Día on the Uforia App, which is a dedicated station that streams Univision Noticias’ Diario del Coronavirus, which airs daily at 3 p.m. ET/ 2 p.m. CT
•    Regularly aired safety-focused PSA’s with Dr. Juan Rivera, Univision's chief medical correspondent, along with Sesame Street PSAs to ensure younger audience members know how to wash their hands to promote wellness in the face of coronavirus
•    Launched a multi-platform content campaign on TUDN Digital, Unidos FC – Unidos Frente al Coronavirus (United FC – United Against Coronavirus)
•    Helped to ensure that Hispanic America understands why filling out the Census can help with the federal dollars that will help their communities in the wake of coronavirus

 

 

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