Univision s Es El Momento Campaign

Transcription

1 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

2 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

3 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

4 Goals of Es El Momento Campaign Raise awareness of the importance of postsecondary 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

5 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

6 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

7 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

8 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

9 2013: Qualitative and Quantitative Research Aspen Institute Quantitative Research MDJ Consulting Qualitative Research In December 2012 and May 2013, commissioned SurveyUSA to conduct polls of Hispanic adults in: Atlanta Los Angeles Miami National Survey participants: Local and national representative samples Hispanic adults aged 18 or older Self-identified as parents of children in grades K-12 In June 2013, conducted focus groups with Hispanic parents in: Atlanta Los Angeles Miami Chicago Approach: 2 groups in each city Groups video and audio taped Moderated by experienced facilitator 9

10 Awareness of Common Core State Standards is low; but support for its elements is high Insights from final focus group reports There was little to no awareness for the Common Core State Standards Initiative. What was most liked about the CCSSI was that it better prepared students in math and language arts for postsecondary studies. Percentage of Hispanic parents of children in pre-k 12 th grades that said they had heard of the Common Core State Standards.* 28% Nationally 30% in Los Angeles 28% in Miami 33% in Atlanta Percentage of Hispanic parents of children in pre-k- 12 grades agreed that taking advanced high school courses in algebra and reading in very important in helping a student be ready for and successful in 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

11 Focus Group Reactions to the Common Core State Standards Positive Reactions Promotes better communication between parents and teachers Clearer and common understanding of expectations All students at the same level Better prepare students for postsecondary studies 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 Negative Reactions Standards equated with rules, more tests Concern for how standards would impact students behind grade-level Students in higher grades lacked benefit of starting earlier 11

12 Focus Group Reactions to Common Core State Standards Messages Message A Los estándares son necesarios para el éxito en los estudios superiores y en una carrera le abre las opciones al estudiante para decidir su futuro The standards are necessary for success in postsecondary studies and life they create options for students to decide their future POSITIVE INITIAL REACTIONS Majority of parents liked this idea Motivates parents Direct, to-the-point and credible Explains benefits Clarifies standards Parents identify with the idea No negative reactions Main message communicated: their children have the opportunity to succeed 12

13 Focus Group Reactions to Common Core State Standards Messages Message B Educación de calidad para todos sin excepción Quality education for all without exception MIXED INITIAL REACTIONS Motivates parents Many parents questioned the credibility of sin excepción & quality Communicates all students receive same level of education Some parents felt it was too simple No negative reactions Main message communicated: all children receive the same level of education without excluding anyone 13

14 Focus Group Reactions to Common Core State Standards Messages Message C Los nuevos estándares son un reto pero nuestros niños pueden hacerlo The new standards are a challenge but our children can do it MIXED INITIAL REACTIONS Does not motivate parents Positive and hopeful Yet, too strong in it s delivery and puts pressure on parents and students The word challenge was questioned Not credible, hard to achieve Main message communicated: there are new standards 14

15 Lack of Awareness Common CCSS Creates Opportunity: Recommendations for Creating Awareness Messages that Motivate Parents to Learn More: Future Exito Success Challenge Messages that Confuse Parents: Standards Options Quality 15

16 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

17 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

18 Thank you. Any questions? Contact information Ivelisse Estrada, Senior Vice President of Corporate and Community Relations, Univision Communications Inc. (310) Robert Medina, Senior Program Manager, Aspen Planning and Evaluation Program, The Aspen Institute (202)