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Actor Adam Rodriguez of the television series, CSI Miami, is standing in a different spotlight these days. In the public service advertisement (PSA) for the Hispanic Scholarship Fund (HSF), he is center stage but understated, far from Hollywood glitz. Instead he offers the spotlight to Hispanic kids pursuing higher education - and urges parents to find resources like HSF to get their children to college and beyond. In 30 seconds, he might just give his most convincing performance to date.
In the PSA Rodriguez says: "Today, one out of every four American kids is Hispanic. That means many of the future doctors who will care for us, the engineers who will build our cities, the scientists and entrepreneurs of our country, can be your kids. We all know how hard it is for you to send them to college. This is why we want you to know you are not alone... and the Hispanic Scholarship Fund helps you prepare, plan and pay for your kids' college education..."
The ad is short, to the point and strikes a chord. HSF strives to make college education a top priority for every Latino family across the nation. The main goal is to drive parents to the HSF website where they can find resources and tips to help in preparing, planning and paying for their children's college education. However, HSF wants them to see how their children can go far beyond college to make an impact on their careers and in their communities.
"We want parents to recognize that in order for their children to succeed and advance in a career, education is critical," says Fidel Vargas, HSF president and CEO. "They also need to know there is a web of people who support them, whether they know it or not."
The ad is only one part of the multimedia campaign HSF launched with the aid of The Ad Council, a nonprofit that produces PSA campaigns to address the most pressing social issues of the day and stimulate action by raising awareness to effect positive social change. The Vidal Partnership,...