Univision launches Clave al Éxito

Univision Communications Inc. as part of its award-winning Univision Contigo empowerment platform, last week launched Clave al Éxito (Key to Success). This groundbreaking Spanish-language, mobile-optimized website empowers Hispanic parents and other family members to engage in their child’s education from the earliest years, helping them become college ready.
 
Clave al Éxito is a user-friendly tool for Hispanic parents, guiding them on how best to support their child’s educational success from pre-kindergarten through high school. The mobile-first destination, accessible via univision.com/exito, enables Spanish-speaking parents to better communicate with English-speaking teachers about a student’s academic progress. Also among its features, Clave al Éxito provides parents with a grade-by-grade guide on what their children should be learning each year; a Parent Academy with comprehensive videos and tools for parents to engage in their child’s education; grade-specific book recommendations; and a tool to track their child’s reading activity and share it with teachers. The destination also features information and guidance for parents on the new state assessments that many states are administering now across the country, along with access to practice tests that their children can use to prepare.
 
“Clave al Éxito is a game-changing digital destination that empowers parents with the tools they need to become more active advocates and participants in their child’s education,” said Roberto Llamas, executive vice president for Human Resources and Community Empowerment, Univision Communications Inc. “We are aware that language and lack of information can be a challenge for some Hispanic parents in relating to the education system, so we developed resources and practical tools for them to engage with teachers and also promote the academic success of their children.”
 
“What I have seen is that when a young Latino student goes to college, it’s because the whole family was behind the effort. The happiest parents are those with college students. The concept is simple: we want our children to do better than us. That’s part of the American dream. That’s why Clave Al Éxito is so important. It provides parents the tool to make this happen. Use it. It works. Send your kid to college,” said Univision News anchor Jorge Ramos, who contributed to the tool.
 
This digital destination is launching at a time when many of our nation’s schools are implementing vast changes to their approaches in teaching and testing. Because one out of every four students in the public school system today is Hispanic – a figure that will continue to increase until Hispanics account for the largest demographic under age 18 by 2050 – the need to educate Hispanic youth is critical for both the future of the U.S Hispanic community and the economic health of the United States as a whole. With Hispanic smartphone penetration at 81 percent, the tool is designed to meet the needs of the highly connected, tech-savvy Hispanic American community – which has adopted smartphones at a much higher rate than any other group.
 
“We applaud Univision Contigo’s launch of Clave al Éxito – a useful tool that can help reduce the language and cultural barriers that persist between many school systems and Hispanic parents,” said Alejandra Ceja, executive director of the White House Initiative on Educational Excellence for Hispanics. “As we mark the 25th anniversary of the White House Initiative on Educational Excellence for Hispanics, I am proud to see such an extraordinary commitment from our partners at Univision.”‎
 
“National PTA is dedicated to educating, engaging and supporting all families and communities to make a difference for the education, health and well-being of every child,” said Otha Thornton, president of National PTA. “We are pleased to collaborate with Univision on the development and implementation of the Clave al Éxito mobile tool to empower Hispanic families with timely and important information about what students should be learning in school and how they can support their children’s learning at home.”
 
Created with support from the Bill & Melinda Gates Foundation, Clave al Éxito brings together content from a host of respected non-profit organizations including the National PTA, GreatSchools, LAUP, PIQE, LULAC, NCLR and Stand for Children, among others. Additionally, the tool will be shared with all local PTA units by the National PTA, and will also be shared directly with parents and schools in several Hispanic-serving school districts across the country, including Los Angeles Unified School District.
 
Univision Contigo’s award-winning education initiative is the nation’s longest-running education campaign on the air in any language, spanning across television, radio, digital, and community events.
 
Sources: Nielsen, Total Audience Report, Q3 2014 and Nielsen, The Digital Consumer, February 2014. Pew Research Center analysis of new data from the U.S. Census Bureau.