USCCB - (Office of Media Relations) - New Series in Successful Spanish-Language Radio Campaign Launched

New Series in Successful Spanish-Language Radio Campaign Launched

WASHINGTON (August 31, 1998) -- Building on the success of last year's acclaimed Spanish-language public service radio announcements, the Catholic Communication Campaign has launched a new series of eight advertisements in the campaign, "La familia unida esperanza en la vida" ("A united family provides hope throughout our lives").

The 1997 series was honored with the prestigious "Summit" award, given to public service ads that convey a positive message. It was aired by more than 400 Spanish-language radio stations throughout the country.

"The campaign A united family means hope for our lives is helping the families in our communities to improve communication and feel close," said Alfredo Gonzalez, of Radio KNKN, in Pueblo, Colorado. "Our public loves the ads. They indicated that they are well produced, interesting and full of good information. The complete series is excellent."

"The first series was so successful that the Bishops decided to extend the campaign for a second year," said Ramon Rodriguez, CCC's Director of Development and the executive producer of the series. "We are extremely pleased to know that our message of love and hope is being well received as well as reaching so many radio audiences throughout the country."

The first two ads have been distributed to 430 Spanish-language radio stations. In "I Love you Dad," an adult son tells his father that he loves him, prompting the father to express his love for his family. In "The New Student," two Latin American students criticize a new Hispanic student, only to realize that they are being as cruel towards her as others were once towards them.

The ads are acted by professional Hispanic talent and re-create dramatic scenes in the lives of Hispanic families in the United States. They reinforce the importance of loving one another, the need for families to dedicate time to their children, and that families be willing to communicate with love and be able to reconcile when there are problems.

The campaign attempts to counterbalance the negative influences of today's society and reinforces the traditional values held by the Latin community, including love for the family and pride in cultural heritage. The problems touched in the series include alcohol abuse, domestic and gang violence, lack of communication, and discrimination.

The series is directed to a radio audience of more than 28 million people. It is estimated that between 30% and 35% of the Catholics in the United States are of Hispanic origin.

"These public service ads will benefit the whole Hispanic community," said Rodriguez. "The series, produced by Accent Media, a Hispanic company based in McLean, Virginia, helps the CCC carry out its commitment to the Latin community."

The CCC produces and supports media projects that promote gospel values, including various television documentaries and videos for home use. Another CCC service is a toll-free movie review line (1-800-311-4CCC) which provides weekly reviews of six current-release movies. Created by the U.S. Bishops, the CCC is funded by an annual collection taken in parishes throughout the country.