La Agencia de Orcí Launches New PSA Campaign For MALDEF.

La Agencia de Orcí & Asociados and The Mexican American Legal Defense and Educational Fund (MALDEF) have announced a new statewide public service announcement (PSA) campaign to encourage California youth who have not yet established their state residency to continue their education beyond high school.

The bi-lingual (English and Spanish) campaign is titled “Go For It!”/”Ya Puedes.” It is designed to build awareness among young California residents and their parents that now, due to Assembly Bill 540, tuition rates are more affordable for eligible immigrant students interested in attending California’s accredited public community college and universities.

The campaign consists of an English :30 TV spot and a Spanish :30 TV spot – both titled “Hungry”; three :60 Spanish radio spots, and bi-lingual posters for distribution to high school and college counselors. The ads direct the audience to call the 1(800) number to leave a message and have someone direct them to a local counselor. The campaign will run statewide.

“Education is the great equalizer in our society. AB 540 provides hardworking California immigrant students with the opportunity to achieve their dreams and contribute meaningfully to our society,” said Marco Antonio Firebaugh, Assembly Majority Floor Leader. “Our youth are the most valuable resource we have, investing in their academic success will not guarantee them a bright future, but will also contribute to our state’s economic prosperity.”

“We are very grateful to the Irvine Foundation for making this whole outreach program possible and to La Agencia de Orci for their creativity on this PSA campaign and their continued commitment to community education. Through this campaign we achieve a clear message that says, ‘All students should strive towards higher education as it is now more affordable,'” said Antonia Hernández, President and General Counsel of MALDEF. “These PSAs will greatly supplement MALDEF’s outreach efforts to assist immigrant students in attaining their dream of a higher education and a brighter future.”

“By supporting MALDEF’s campaign we are investing in the education of our state’s youth and that means we are investing in our state’s future,” stated Norma Orcí, co-founder, co-chair and chief creative officer of La Agencia de Orcí & Asociados. “Our goal is to improve our communities and our nation by educating California’s Latino communities on the opportunities available to them.”

La Agencia de Orcí & Asociados donated all strategic, creative and trafficking services as well as rallying their media contacts to ensure quality airtime for the ads. La Agencia and MALDEF have enjoyed a working relationship for over twelve years. La Agencia’s sensitivity to the symbols and traditions of Hispanic culture embodied in its company philosophy known as Share of Heart allowed La Agencia to directly address the issues of greatest concern to the Latino community.

Other contributors to the campaign include production company Studios V-12 and Farias Productions for music and sound design. A special acknowledgement should be made that the campaign was made possible in part by the Irvine Foundation, which champions diversity issues in California.

Description of the TV Ad
In the TV spot, a young person on a city sidewalk peers longingly through a large plate glass window. Two other pedestrians join him. As they continue to focus on what’s on the other side of the window, they lick their lips and seem to be drooling. They lean towards the window and press their hands on the glass. Their body language gives the impression that they are unable to participate in what is going on inside. They seem to be watching people eat in a restaurant, but they are not looking into a restaurant. The camera pans to what they are watching to reveal that it is students in a library. The ad then shares MALDEF’s Bill 540 message to “Go For It!”/”Ya Puedes.”