Campaign NALEO National Summit on the State of Latino Education - - PowerPoint PPT Presentation

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Campaign NALEO National Summit on the State of Latino Education - - PowerPoint PPT Presentation

Dec 16, 2023 266 likes •468 views

Univisions 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

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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

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Contents

  • 1. Overview of Univision’s Es El Momento

Campaign

  • 2. Univision’s efforts to raise awareness among

Hispanic parents, families and communities

  • f 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

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What is Es El Momento?

  • Launched in 2010
  • Year-long and multi-media: television, radio,
  • nline 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

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Goals of Es El Momento Campaign

  • Raise awareness of the importance of post-

secondary 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

  • fferings, to facilitate their timely access to

information on college and career readiness

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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
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Highlights of Univision’s Education Week 2013: Oct 5th - 12th

  • 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

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National Day of Action on the Common Core State Standards:

  • Oct. 30th
  • 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
  • rganization events at the local level
  • A national one-hour special to air the following

Saturday, November 2nd

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The Aspen Institute’s Evaluation of Es El Momento

  • Campaign’s theory
  • f change: media

and local partnerships can reach Hispanic audiences and influence their knowledge, attitudes and behaviors concerning preparation for college and career .

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2013: Qualitative and Quantitative Research

Aspen Institute Quantitative 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 MDJ Consulting Qualitative Research 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

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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 post- secondary studies.” Percentage of Hispanic parents of children in pre-K – 12th 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

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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

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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

  • pciones al estudiante para

decidir su futuro “The standards are necessary for success in postsecondary studies and life – they create

  • ptions 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

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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

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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

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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
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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

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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.

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Thank you. Any questions?

Contact information

Ivelisse Estrada, Senior Vice President of Corporate and Community Relations, Univision Communications Inc. iestrada@univision.net (310) 348-3656 Robert Medina, Senior Program Manager, Aspen Planning and Evaluation Program, The Aspen Institute robert.medina@aspeninst.org (202) 736-5813