As part of a national effort to educate lower income students on how to make the dream of attending college a reality, the Ad Council has teamed-up with Lumina Foundation and Publicis Groupe to get the word out.
The campaign consists of television and radio ads, out of home and print advertising. Publicis is handling the content and Spanish-language translation. “Though we assume that our target audience – young high school students – speak English, that is not always the case with the people who might be supporting them, parents and other loved ones. That's why we have a special section on our website – http://www.knowhow2go.com – entitled ‘Para Adultos en Español,' says Ellen Fisher, Director of Corp. Communications at the Ad Council.
Currently, the participating organizations are looking into Spanish-language print and possibly Spanish-language web banners. The ad-copy and translation was produced by NY-based Publicis pro bono for the Ad council.