By ROBERT GOLDRich
ment of this column, we reported on the importance of Census 2000 to assorted marketers and advertisers. With preliminary census results showing that the nation’s combined minority population could eventually become the majority, marketing folk are looking more seriously than ever at ways to best tap the ethnic consumer base.
Fittingly, advertising is poised to take a proactive role in helping to make Census 2000 a viable measurement. Federal officials have proposed a $100 million advertising campaign to sell racial and ethnic minorities on the benefits of being counted. Young & Rubicam, New York, is reportedly developing an overall media campaign-"This is your future. Don’t leave it blank!"-to encourage Americans to fill out and return the mail-in census forms. Specialty minority agencies-employed as subcontractors to Y&R-hope to create targeted cultural messages aimed at such groups as African-Americans, Latinos, Asian-American and Native American populations.
But the program is contingent on congressional approval. And rather than wait and see, some in the agency and advertising communities have decided to take the initiative. A prime example surfaced last week with the unveiling of a Mexican Legal Defense and Educational Fund (MALDEF) campaign.
Two of three TV commercials in MALDEF’s "Hagase Contar!" ("Make Yourself Count") campaign have been finished. Allstate Insurance has come up to the plate to sponsor the production and media buy on "Cuerda," the Spanish-language version of an English-language spot entitled "Jump Rope." And U.S. Spanish-language television network Univision provided a $200,000 grant to help fund the production of "Jump Rope" as well as two ads that feature Latino boxing champion Oscar De La Hoya as a spokesperson. One :30, "Oscar Takes Off His Gloves," has been wrapped. The other, "April 2000," was still in production at press time. Univision has committed significant air time for the campaign.
Los Angeles-based Latino ad agency La Agencia de Orci & Asociados created the PSAs-all of which were directed by Andrew Orci of Nectar Media, Los Angeles. La Agencia handles Hispanic advertising for such clients as Allstate, American Honda, Bell Atlantic, Hormel Foods, Shell Oil and Washington Mutual Bank.
The MALDEF campaign seeks to counteract reluctance by some racial minorities and legal immigrants to assist federal officials. These potential respondents fear that information they provide could end up being used against them. The Census Bureau itself is trying to get the message across that such info can only help ethnic minorities. Census findings affect the adjustment in numbers of congressional seats for different regions, and it could likely impact the distribution of billions of dollars in federal aid to individual states and programs.
"Many efforts are being made nationwide by various organizations to urge Latinos to participate in the 2000 Census," related Antonia Hernandez, president of MALDEF, a nonprofit entity that promotes and protects the civil rights of Latinos through advocacy, community education, outreach programs, leadership development, higher education scholarships and, when necessary, legal action.
MALDEF has identified participation in the 2000 Census as being vital to the Latino population. Heightening the sense of urgency has been the trend of generally diminishing response over the last three censuses (’70, ’80 and ’90). La Agencia’s chief creative officer Norma Orci said she was drawn to the MALDEF project by "the extreme importance of the 2000 Census and the need for the Latino population to be precisely counted and represented."
“Memoir of a Snail” Takes Top Prize At London Film Festival
The Official Competition jury said: “Our jury was incredibly moved by Adam Elliot’s Memoir of a Snail, which is a singular achievement in filmmaking. Emotionally resonant and constantly surprising, Memoir tackles pertinent issues such as bullying, loneliness and grief head-on, creating a crucial and universal dialogue in a way that only animation can. The jury is delighted to recognize an animated film alongside its live-action peers.”
Rounding out the winners of this year’s films screening In Competition are:
- Winner of the Sutherland Award in the First Feature Competition – On Falling (Dir. Laura Carreira)
- Winner of the Grierson Award in the Documentary Competition – Mother Vera (Dirs. Cécile Embleton, Alys Tomlinson)
- Winner of the Short Film Award in the Short Film Competition – Vibrations from Gaza (Dir. Rehab Nazzal)