Operation Graduation – Targets Hispanic Dropout Rate.

The Hispanic community, the fastest growing segment of the population today, faces a school dropout rate higher than that of any other ethnic group in the U.S. In response, as part of the ongoing Operation Graduation campaign, the United States Army and The Advertising Council launched new Spanish public service advertisements (PSAs) urging Hispanic parents and caregivers to stay involved in their children’s education.

Created by volunteer ad agency Conill Advertising, Inc., the PSAs highlight the statistic that nearly one out of every five Hispanic students drops out of school before earning his or her diploma. Furthermore, according to the U.S. Department of Education, the dropout rate among Hispanics has changed little within the past 30 years, whereas other ethnic groups’ rates have declined steadily.

The new PSAs target Spanish-speaking parents and caregivers, emphasizing the integral role they play in helping their children to finish school. This phase of the campaign urges parents and caregivers to work through barriers they face in staying active in their kids’ education and thus become the pivotal influence in instilling the confidence and enthusiasm their children need to succeed in school and avoid harmful outside influences.

One of the television PSAs focuses on two sponges: one dipped in dirty water and the other dipped in clean. The wet sponges are used as a metaphor showing how children can absorb “dirty” aspects of society (drugs, etc.) or “clean” aspects, with education being the purgative factor. The PSA uses the tagline, “Ayude a sus hijos a terminar la escuela, Su futuro esta en tus manos.” Translation: “Help your kids to finish school. Their future is in your hands.”

The other TV PSA shows a supportive soccer fan enthusiastically cheering his team as it scores the winning goal. It ends with the line, “Si solo alentara a sus hijos tanto como a su equipo tal vez el resultado seria diferente. Ayude a sus hijos a terminar la escuela.” Translation: “If you encourage your kids as much as you do with your team, maybe the result could be different. Help your kids to finish school.”

The television PSAs were produced in 30-, 25-/05-, 20-, 15-, and 10-second lengths, and the campaign also includes radio PSAs in Spanish.

CLICK below to watch the two PSAs online:

Soccer:

http://webcast.mediaondemand.com/ad_council/20010823/opgrad_tv_soccergame_30_rp.ram

Sponge:

http://webcast.mediaondemand.com/ad_council/20010823/opgrad_tv_sponge_30_rp.ram

“The support and enthusiasm of a parent or caregiver plays a vital role in helping children finish school,” said Peggy Conlon, Ad Council President and CEO. “These PSAs show Hispanic parents and caregivers that they are the key influence in their children’s success–a message I am confident that the media will give strong support.”

“We are very proud to have this opportunity to give back to our community,” Conill Advertising, Inc. President Nancy Pendas-Smith said. “There is nothing more important than ensuring a prosperous future for our children. Helping parents understand the impact they can have on their children’s educational development is the first step in ensuring that prosperity.”

All of the PSAs provide parents with a toll-free referral number, 1-866-ESTUDIA, where they can obtain a free informational brochure. The campaign also features a student-targeted web site www.operationgraduation.com, available in Spanish and English

The Advertising Council is a private, nonprofit organization, which has been the leading producer of public service communications programs in the United States since 1942. The Council supports campaigns that benefit children, families and communities. The communications programs are national in scope and have generated strong, measurable results. Ad Council campaigns, such as “Friends Don’t Let Friends Drive Drunk,” “Take A Bite Out of Crime,” and “A Mind is a Terrible Thing to Waste,” have helped to save lives and resources, to educate the public about issues and concerns of the day, and to make America a healthier country in which to live. In 2000, Ad Council campaigns received more than $1.5 billion in donated media time and space. Learn more about the Ad Council and its PSA campaigns at www.adcouncil.org.