Telemundo announced the launch of "Hazte Contar!" (Be Counted!), a national initiative designed to increase awareness of the 2010 Census among U.S. Hispanics and increase their participation in this significant national process. The company-wide, year-long campaign will kick off on-air on April 1, 2009, and encompass all of Telemundo's properties across its broadcast (network and stations), cable and digital platforms.
"Hazte Contar!" will create awareness among the U.S. Hispanic community about the Census process and promote community involvement as a means of gaining a more accurate representation of the U.S. Hispanic population. Telemundo is uniquely positioned to be the media company to get the word out on this important message to U.S. Hispanics of all ages and acculturations given its multiplatform portfolio and its ability to extend across the NBC Universal family.
"The U.S. Census Bureau is required by the Constitution of the United States to conduct a count of the population which presents a historic opportunity to influence the future of our country. The 2010 Census will determine federal and state representation in government and determine what communities get billions of dollars in state and federal funding," said Don Browne, President, Telemundo. "We are proud to launch this effort to make sure that our Hispanic community is fully engaged in this critically important process in order to ensure that the dramatic growth in our Hispanic population is fully and accurately reflected in the Census.
Telemundo will implement elements of the campaign through various news and entertainment programming on its broadcast network and its Latino-youth cable network mun2, including plans to incorporate this significant issue into the storyline of its original novelas. Both the network and stations will produce a series of public service announcements featuring Telemundo talent to supplement the on-air portion of the campaign. A large digital component will serve as the ultimate resource for information on the 2010 Census via http://www.telemundo.com. Telemundo will also utilize the network's and stations' community affairs, promotions and sales resources to achieve the goals of "Hazte Contar!" In addition, the network will partner with national Hispanic organizations to maximize awareness and visibility of the Census and "Hazte Contar!" at both local and national levels.
According to the Census Bureau's 2007 American Community Survey, 45.4 million or 15.1% of the U.S. population is Hispanic, making it the largest and fastest growing ethnic group in the U.S. Between 2010 and 2050 the U.S. Hispanic population is projected to nearly triple, resulting in one in three people in the U.S. being of Hispanic origin. The economic clout of U.S. Hispanics will rise from $862 billion in 2007 to more than $1.2 trillion in 2012, accounting for 9.7% of all U.S. buying power.