Univision Communications Inc. (UCI) and Common Sense Media announced today the launch of ¡Avanzamos Connectados! (Connected, We Advance!). The campaign will highlight the importance of connectivity to educational attainment and provide families with information about affordable access along with guidelines for supervising Internet usage in the home.
The campaign will pursue three initial and simultaneous approaches to help close the “homework gap”: (1) Inform parents about the importance of broadband access and its connection to educational performance, and encourage families to get broadband access at home; (2) Connect Hispanics with local resources to get broadband access and computer hardware at the best value; and, (3) Provide parents with guidelines for supervising safe and responsible Internet usage. Beyond this, the campaign will broaden to identify and involve other partners and strategies.
¡Avanzamos Conectados! builds upon Univision Contigo’s award-winning community empowerment education initiative, Univision’s unmatched reach across media platforms and its trusted position as a resource and advocate for the Hispanic community. And, it also leverages the content expertise and industry relationships of Common Sense Media, a trusted, independent resource that helps millions of kids, parents and educators make smart media choices.
According to the Federal Communications Commission, 7 in 10 teachers assign homework today that requires Internet access. While Hispanics have adopted smartphones at rates much higher than the national average, there is an immediate need to increase the number of Hispanic students that have home access to broadband-connected computers – in order to better perform on essential tasks such as homework completion.
“Empowering our community to succeed is one of the principal goals of our company’s mission, and nothing is more important than the education of our children,” said Randy Falco, president and CEO of Univision Communications Inc. “This campaign will help to ensure that Hispanic students have the tools to succeed in school, on their way to becoming the workforce of tomorrow.”
“Kids begin their day learning in the classroom, but their education continues at home, which is why it is so important for every family to have broadband access,” said James P. Steyer, CEO and Founder of Common Sense Media. “We are extremely proud to partner with Univision to provide families with the information they need to help their kids take advantage of all that technology has to offer while helping them make safe and smart decisions along the way.”
The campaign will raise awareness of this issue through public service announcements on Univision’s television, radio and online platforms; news and public affairs segments across Univision’s network and local programming; and, outreach to Hispanic families at events and education fairs organized by its affiliate stations across the country. Local phone-banks, Facebook Q&A sessions, and Twitter town hall meetings will allow families the opportunity to have their questions answered by experts. Univision Contigo’s Parent Academies, workshops aimed at empowering parents to help their children achieve their educational goals, will incorporate new modules on responsible digital citizenry and how to get families connected.
To help get families connected, Univision Contigo is launching a text messaging platform and a new section of its mobile website for parents, Clave al Éxito. The new platforms will help parents identify discounted broadband and computer services by zip code, as well as find Internet training in their local areas, powered by EveryoneOn™, a national nonprofit organization. Parents will also receive expert tips from Common Sense Media and Univision on how to use technology in a safe and balanced way.
In addition to Common Sense Media, UCI is proud to be joined by powerful organizations who have long been committed to this critical issue, including the League of United Latin American Citizens (LULAC), the National PTA, the National Hispanic Media Coalition (NHMC), the Hispanic Heritage Foundation, and Latinos in Tech Innovation and Social Media (LATISM). The partners will determine how this campaign can aid their ongoing efforts while also helping distribute information about the campaign, connecting their networks to Univision’s resources, and collaborating in identifying other likeminded organizations and strategies to secure broader Internet and computer access for the families and students whose futures depends on them.
Audiences can join the conversation and comment along with others by visiting Facebook.com/UnivisionContigo, and on Twitter via @UniContigo, using #AvanzamosConectados across social platforms. For more information, please visit Univision.com/exito.
Univision Contigo builds on UCI’s position as the leading media Company serving Hispanic America and it’s more than 50 years of engagement with the Hispanic community focusing on four pillars: Education, Health, Prosperity, and Civic Participation. For more information, please click here.
Common Sense is the nation’s leading non-profit organization dedicated to helping families and educators thrive in a world of media and technology. We rate, educate, and advocate on behalf of kids, families, and schools. For more information, go to commonsense.org.
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