Univision’s Es El Momento Campaign NALEO National Summit on the State of Latino Education Luncheon Keynote Address Tuesday, October 1, 2013 Ivelisse Estrada, Senior Vice President of Corporate and Community Relations, Univision Communications Inc. Robert Medina, Senior Program Manager, Aspen Planning and Evaluation Program, The Aspen Institute
Contents 1. Overview of Univision’s Es El Momento Campaign 2. Univision’s efforts to raise awareness among Hispanic parents, families and communities of the new Common Core State Standards 3. Summary of findings from focus groups and polls of Hispanic parents about education and the Common Core State Standards 2
What is Es El Momento ? • Launched in 2010 • Year-long and multi-media: television, radio, online and social media • Sponsorship of local events to connect parents and students with resources from local and national nonprofits • Univision’s commitment to Hispanic communities around the country 3
Goals of Es El Momento Campaign • Raise awareness of the importance of post- secondary education • Activate parents to become informed advocates for their children ’ s education by equipping them with tools and resources • Provide parents and students with resources, including robust digital and social media offerings, to facilitate their timely access to information on college and career readiness
Campaign Activities on CCSS in 2013 Highlights • Convening of key organizations to discuss an information campaign for the Hispanic community on the new standards • Production of two one-hour specials on CCSS airing nationally • Multi-platform implementation of CCSS awareness and resources including website, radio, television and local events • National CCSS Action Day
Highlights of Univision’s Education Week 2013: Oct 5 th - 12 th • 2013 Feria at Cal State University, Dominguez Hills • Education Town Hall, “Today is the Future,” moderated by Jorge Ramos at UCLA • Feature on Education Week on Don Francisco’s Sábado Gigante and release of theme song • Special reports on education all week during Noticiero Univisión • Education-related programming on entertainment shows, including Mira Quien Baila , Sal y Pimienta , Hoy and El Gordo y La Flaca 6
National Day of Action on the Common Core State Standards: Oct. 30 th • One-day spotlight on the CCSS issue • Phone banks to take place across the country • Programming integration on all networks particularly Univision, UniMas and Galavisión • Collaboration and promotion of partner organization events at the local level • A national one-hour special to air the following Saturday, November 2 nd 7
The Aspen Institute’s Evaluation of Es El Momento • Campaign’s theory of change : media and local partnerships can reach Hispanic audiences and influence their knowledge, attitudes and behaviors concerning preparation for college and career . 8
2013: Qualitative and Quantitative Research Aspen Institute MDJ Consulting Quantitative Research Qualitative Research In December 2012 and May 2013, In June 2013, conducted focus commissioned SurveyUSA to groups with Hispanic parents in: conduct polls of Hispanic adults in: Atlanta Atlanta Los Angeles Los Angeles Miami Miami Chicago National Approach : • Survey participants: 2 groups in each city • • Local and national Groups video and audio taped • representative samples Moderated by experienced • Hispanic adults aged 18 or older facilitator • Self-identified as parents of children in grades K-12 9
Awareness of Common Core State Standards is low; but support for its elements is high Percentage of Hispanic parents of children in pre-K – Insights from final focus 12 th grades that said they had heard of the Common group reports Core State Standards.* • 28% Nationally “There was little to no • 30% in Los Angeles awareness for the Common • 28% in Miami Core State Standards Initiative.” • 33% in Atlanta “What was most liked about Percentage of Hispanic parents of children in pre-K- the CCSSI was that it better 12 grades agreed that taking advanced high school prepared students in math and courses in algebra and reading in “very important” in language arts for post- helping a student be ready for and successful in secondary studies.” college** • 85% in Los Angeles • 78% in Miami • 85% in Atlanta *Polling Margin of Error: +/- 3.2%, 4.6%, 5.2% and 9.2%, respectively **Polling Margin of Error: +/- 2.4%, 2.5% and 5.1%, respectively 10
Focus Group Reactions to the “Common Core State Standards” Positive Reactions Negative Reactions • • Promotes better communication “Standards” equated with rules, between parents and teachers more tests • • Clearer and common Concern for how standards understanding of expectations would impact students behind • All students at the same level grade-level • • Better prepare students for Students in higher grades lacked postsecondary studies benefit of starting earlier • Help teachers become more engaged with students • Better preparation in Math and English Language Arts • State adoption meant all students would be at the same level regardless of district 11
Focus Group Reactions to Common Core State Standards Messages Message A POSITIVE INITIAL REACTIONS Los estándares son Majority of parents liked this idea necesarios para el éxito en Motivates parents los estudios superiores y en una carrera – le abre las • Direct, to-the-point and credible opciones al estudiante para • Explains benefits decidir su futuro • Clarifies standards • Parents identify with the idea • No negative reactions “ The standards are necessary for success in postsecondary studies and life – they create Main message communicated: options for students to decide their children have the opportunity to succeed their future ” 12
Focus Group Reactions to Common Core State Standards Messages MIXED INITIAL REACTIONS Message B Motivates parents Educación de calidad • Many parents questioned the credibility of sin excepción & quality para todos – sin • Communicates all students receive same excepción level of education • Some parents felt it was too simple • No negative reactions “Quality education for all – without exception ” Main message communicated: all children receive the same level of education without excluding anyone 13
Focus Group Reactions to Common Core State Standards Messages MIXED INITIAL REACTIONS Message C Does not motivate parents Los nuevos estándares son un reto pero • Positive and hopeful • Yet, too strong in it’s delivery and puts nuestros niños pueden pressure on parents and students hacerlo • The word “challenge” was questioned • Not credible, hard to achieve “The new standards are a challenge but our Main message communicated: children can do it ” there are new standards 14
Lack of Awareness Common CCSS Creates Opportunity: Recommendations for Creating Awareness Messages that Messages that Confuse Motivate Parents to Parents: Learn More : • Future • Standards • Exito – Success • Options • Challenge • Quality 15
Additional Insights from Focus Group Results Regarding Common Core Communications Schools are a trustworthy source of information regarding education but trust varies highly depending upon school district Little to no awareness of local non-profits offering educational information Parents have low awareness of academic steps needed to prepare for post-secondary studies Awareness of the academic steps necessary to prepare for post-secondary studies doesn’t develop until students are in high school 16
Additional Insights from Aspen Institute Analysis of Polling Data Univision is reaching parents on the Common Core: Univision television viewers and radio listeners are more likely to have a higher level of awareness of the Common Core than non-viewers and -listeners. But, awareness of the Common Core is low overall (at 28% of parents). Parents are listening: Univision television viewers and radio listeners are more likely to agree that they learned a strategy from television and radio programming (in particular: to speak to someone at their children’s school) than non -Univision viewers and listeners. And parents are more inclined to act: Univision television viewers and radio listeners are more likely to view local organizations as credible and trustworthy sources of information on education compared to non-Univision viewers and listeners. 17
Thank you. Any questions? Contact information Ivelisse Estrada , Senior Vice President of Corporate and Community Relations, Univision Communications Inc. iestrada@univision.net (310) 348-3656 Robert Medina , Senior Program Manager, Aspen Planning and Evaluation Program, The Aspen Institute robert.medina@aspeninst.org (202) 736-5813 18
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