ZGS Communications Helping The National Education Association.

ZGS Communications, Inc., an Arlington, Virginia firm that focuses on advertising and ethnic marketing, participated in a $3 million dollar advertising effort made by the National Education Association (NEA) to increase awareness about the critical role of teachers in public schools.

ZGS Communications has created two 30-second television spots airing nationwide. The spots present a student who is having a difficult time with schoolwork and his parents and teachers work together to find a solution to help him improve his understanding.

The campaign stresses the importance of collaboration between parents, teachers and students to enhance the public school experience for both students and parents. Teachers play a prominent role in this process and this campaign is designed to create awareness and highlight their commitment to students and the public school system.

“We were thrilled that the NEA tapped ZGS for its expertise in Latino and African American markets. Our mission is to create positive messages that resonate with our communities,” says Patricia Rivera-Gaitán, Director of Client Services. “The primary research showed that both African American and Latino parents responded positively to a message that differed from that of the general market, ” she explained.

With more than 90% the nation’s population attending public schools, this effort instills teaching values in students and families of all ethnicities. NEA’s efforts included Hispanics and African Americans because they are a notable constituent of the public school community.

The spots are airing on morning and evening news shows as well as prime time programming on BET and Univisión.