How has Univision Radio addressed the needs of the Hispanic community with public service advertising?
Univision Radio is deeply committed to serving the Hispanic community across the country. Through our public service announcements (PSAs), Univision Radio has developed partnerships and raised awareness of the needs of the Hispanic community by lending support and collaborating with numerous local and national community organizations, including American Cancer Society, NALEO, American Red Cross, March of Dimes and many more.
How does the Ad Council help augment Univision Radio’s community efforts?
The Ad Council’s outreach efforts are very much in tune with Univision Radio’s public service and education priorities. The Ad Council produces many Spanish-language PSAs that air on Univision Radio, which focus on a wide variety of issues, from literacy to asthma. The Ad Council’s PSAs serve as a great complement to Univision Radio’s community affairs efforts.
What local issues affecting Hispanics do you think deserve more focus?
The most relevant issues affecting Hispanics are health, education, civic participation, consumer protection, immigration and safety. Recognizing the importance of the Hispanic electorate in the upcoming election year, Univision Radio, is working together all of Univision’s media platforms to educate the Hispanic community on the value of citizenship and the importance of voter registration.
Is Univision Radio involved in any unique public service projects?
We are involved in several innovative campaigns including “¡Salud es Vida…Enterate!” (Lead a Healthy Life… Get the Facts!), a Peabody award winning cross-platform health initiative aimed at educating and heightening awareness of health issues and encouraging healthy lifestyles among Hispanics. Univision partners with numerous local and national organizations on this project, including the Ad Council. Another project that we are particularly proud of is Univision Radio’s sponsorship of an annual radio-thon on behalf of St. Jude Children’s Research Hospital, where millions of dollars are raised across the nation.
What would you like to share with others in Hispanic media about the value of making a strong and continuing commitment to public service?
As communicators, it is crucial that we engage in responsible and proactive public service initiatives. Our collective success is directly related to the strength and well-being of our listeners. It is through our service to the Hispanic community that Univision Radio earns an incredible amount of loyalty and trust from our listeners and establishes an emotional connection with U.S. Hispanics.
When Manny founded The Vidal Partnership (TVP) in 2000, his goal was to build the most effective Hispanic marketing communications firm, raise the bar and make a difference in the marketplace. The vision to create a best-in-class agency has led him on a thrilling journey. More than 6 years later, TVP is a $300 million-plus agency making it the largest independent Hispanic marketing communications agency in the U.S., with clients on both coasts.
The Vidal Partnership has been named: Advertising Age “Multicultural Agency of the Year” in 2002 and 2004, Adweek's “Hispanic Agency of the Year” in 2004 and Advertising Age “Five Star Winner” for 2005 and “A-List Agency” in 2006.
Headquartered in New York City, The Vidal Partnership has offices in Miami, Los Angeles, Dallas and Nashville. The agency’s client roster includes Cadbury Adams USA, Diageo NA, Greyhound, Heineken USA, Kraft Foods, MasterCard International, Nissan North America, Sprint, The Home Depot, Unilever and Wendy’s International.
Manny began his career in marketing communications in 1986. He held marketing positions at Revlon and Dannon Yogurt, advertising positions at Grey/FOVA Advertising and Castor International.
Manny is a founding member of the Association of Hispanic Advertising Agencies and is an active member of the AAAA.
How does The Vidal Partnership support public service advertising?
At TVP we support public service initiatives by having our executives donate their time to the Ad Council. I am an Ad Council Board member and also sit on the Ad Council Executive Committee. I also Chair the Hispanic Creative Review Committee for all Hispanic work at the Ad Council.
Mauricio Galvan, Managing Partner and Executive Creative Officer at TVP, sits on the Creative Review Committee and recruits top creative minds from our industry to help with the review process of these campaigns.
How did you become involved with the Ad Council?
I personally got involved with the Ad Council back in 1991 through my pro bono work on the McGruff “Take a Bite Out Crime” campaign.
What is the Hispanic advertising industry doing to address issues affecting the Latino community?
Last year, the Association of Hispanic Advertising Agencies (AHAA) recognized 16 member Hispanic advertising agencies for their pro bono work, valued at more than $12.1 million for more than 25 media campaigns. AHAA members helped convey issues including birth defects, drug use, animal cruelty, spirituality, obesity, driving safety, environmental, child safety and others affecting the Hispanic population.
