Got Milk? Expands Communications in Unique Agency Partnership
Goodby Silverstein & Partners and Grupo Gallegos help got milk? show parents how to fuel a better future for their children
SAN CLEMENTE, California, Aug. 20, 2014 /PRNewswire-HISPANIC PR WIRE/ — The California Milk Processor Board (CMPB), creators of got milk? and toma leche, is launching a new advertising campaign highlighting how a person’s future self is determined by the nutritional choices he or she makes today — starting of course with milk.
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Goodby Silverstein & Partners (GS&P), originators of the got milk? tagline, and Grupo Gallegos (GG), creators of toma leche, have worked in an unusually close partnership, to co-create work designed to appeal to all Californians, regardless of ethnicity. In a unique structure, personnel from both agencies worked side by side under the direction of GG Chief Strategy & Engagement Officer Andrew Delbridge and GS&P Co-Chairman Jeff Goodby.
The campaign, which starts today, includes two commercials, each in both English and Spanish. One spot makes use of the campaign’s traditional humor and surprise, while the other is a beautiful and emotional look back upon the lasting effect of a glass of milk between parent and child.
“It’s time to start addressing the California market on the basis of things we all share. California consumers are extremely diverse but when it comes to wanting what’s best for our children and their future, we are one united front,” says Jeff Goodby, chairman of GS&P. “This campaign embraces every parent’s personal desire, which is preparing our children for a successful and healthy future.”
The television spots, titled “Champion” and “Brave”, both show how a glass of milk can change a life. “Champion” depicts a young girl’s life being altered in a humorous but successful way through the nutritional value of milk. In “Brave” we watch as a fireman reminisces about a glass of milk shared with his mother that led him to become the strong, directed character he is today. Both ads remind consumers that a strong foundation begins with healthy choices today to create the best future possible.
“We have an emotional connection to milk,” said Steve James, Executive Director of the CMPB. “This is the first time our agencies have taken a one market approach to California audiences, with the creative that takes full advantage of that. I think the spots are reminders of the influential role parents’ nutritional choices and advice have on their child’s future.”
The new effort will also include radio and digital installations. GG founder John Gallegos added: ‘California is a window into the Nation’s changing cultural make up. CMPB has always been at the forefront of embracing the cultural identity of its audience and this work is a great example of how to engage your audience as one brand – one market.”
To view the new got milk? and toma leche spots and to learn more about how milk enhances your future self, visit: www.gotmilk.com, www.tomaleche.com or www.youtube.com/officialgotmilk. Join “got milk?” on Facebook and Twitter (@gotmilk) and follow the conversation.
About the CMPB
The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of got milk? is over 90% nationally and it is considered one of the most important and successful campaigns in history. Got milk? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB’s Spanish-language campaign began in 1994 using the tagline “Familia, Amor y Leche” (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, in order to better align the English and Spanish language work. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.
NOTE TO EDITORS: A high-resolution image is available at: http://hispanicprwire.com/en/multimedia/
GED Testing Service Releases MyGED Student Website In Spanish And Announces New GED Study Materials
GED Testing Service Releases MyGED Student Website In Spanish And Announces New GED Study Materials
WASHINGTON, Aug. 20, 2014 /PRNewswire-HISPANIC PR WIRE/ — GED Testing Service announced that the new comprehensive GED program student website MyGED is available in Spanish. Spanish-speaking adults who want to earn their high school equivalency credential can take advantage of the full suite of cutting-edge tools and resources available in MyGED, located online at GED.com. Adults can use MyGED to schedule their test, access study materials, and check their test scores. Beyond test support, MyGED provides guidance and support for students as they transition to college, career training, or jobs after the test.
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The MyGED website gives students everything they need to prepare for the test, pass the test, and then move on to good jobs with good wages. Some of the features available in MyGED include:
- A one-stop resource for registering, scheduling, checking scores, and more.
- Tools to connect students with study materials and local in-person classes.
- A skills assessment to help students match skills with well-paying jobs that don’t require a bachelor’s degree
- Access to information and resources to help students apply for college or training programs, and fill out financial aid forms.
- An official practice test that shows students their strengths and where they need to improve, and points them to specific pages to study in their study materials to help them score higher.
The MyGED student website is part of the 2014 GED program. Designed to better prepare adults without a high school diploma for success in college and the workforce, the 2014 GED program includes a new GED test that is fully aligned with leading college- and career- readiness standards and requires adults to demonstrate computer skills needed in today’s technology-focused job market.
GED Testing Service also announced that 2014 GED study materials are now available in Spanish from both Learning Express and Steck-Vaughn. These materials will help more adults who speak Spanish prepare for and pass the 2014 GED test.
For more information about the MyGED website, visit www.GED.com. For more information about Spanish-language GED study materials, visit www.GEDmarketplace.com.
About GED Testing Service: The GED test has opened doors to better jobs and college programs for more than 18 million graduates since 1942. Last year nearly 800,000 adults sat for the GED test, which is accepted by virtually all U.S. colleges and employers. As the creator of the one official GED test, GED Testing Service has a responsibility to ensure that the program continues to be a reliable and valuable pathway to a better life for the millions of adults without a high school diploma.
New Report Shows Overwhelming Latino Support for Conservation, Underscores Potential Impact on Mid-term Elections in Western States
WASHINGTON, Aug. 20, 2014 /PRNewswire-HISPANIC PR WIRE/ — Today, Latino Decisions and Hispanic Access Foundation released a new research brief — analyzing nine major public opinion polls from the last three years — that finds Latinos overwhelming support greater environmental protections, such as preserving parks and public lands, so much so that conservation issues could influence voting decisions in the mid-term elections.
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"This report provides definitive proof to what we've seen across the country – there is a significant, growing Latino movement that is advocating for greater environmental protections of our parks and public lands and is willing to support candidates that share that same value," said Maite Arce, president and CEO of Hispanic Access Foundation. "The Latino population is the fastest growing segment in the country — their engagement in conservation is critical and could have a far-reaching impact."
"Hispanic Voter Perspectives on Conservation and Environmental Issues" additional findings include:
- When it comes to policy priorities, water and air pollution are especially important to the overwhelming majority of Latino voters.
- Looking at Latino attitudes on a range of conservation matters, conservation is viewed as essential to a better quality of life.
- There is ample evidence Latinos in the West and Southwest have strong ties to the region and regularly partake in outdoor activities, all of which serve to sharpen interest in conservation and clean air and water.
- Latino voters believe individuals and governments have important roles in protecting natural resources and promoting healthy, clean communities.
- Latinos prefer policies and candidates that actively promote a cleaner environment and preserving public lands. They are more likely to vote for candidates based on their environmental positions.
"Clean air and water, preserving public lands, climate change and promoting clean energy solutions are all matters of concern for this rapidly growing electorate," said Dr. Adrian Pantoja, Senior Analyst for Latino Decisions and Professor of Political Studies at Pitzer College in Claremont, California. "Decision makers and advocates with national and regional constituencies will need to demonstrate their attention to these concerns and policy preferences as the Latino population and electorate continues to grow into the foreseeable future."
"We know that
regardless of the issue, Latinos, like most Americans, will seek policy approaches that better the quality of life for them, their families, and their community," said Leo Murrieta, National Field Director of Mi Familia Vota. "From immigration reform to conservation, Latinos want candidates and elected officials who will best represent the issues they care about and will do so by promoting laws that will treat our community with dignity and respect. Ensuring that our families have access to clean air and water, cleaner environments, and preservation of outdoor recreational areas will continue to be important to Latino voters across the nation."
Since its founding in 2010, HAF has made building environmental awareness among Latinos, going outdoors and empowering advocates one of its top priorities. During the last four years, HAF has experienced a growing number of
Latino youth and community leaders clamoring for opportunities to participate in efforts for clean water, balanced energy development on public lands in the west, conservation funding, and enhanced protections for parks and monuments.
"When you recognize how many aspects of our lives are affected by the environment, it's not surprising that Latinos are so passionate about conservation," said Arce. "The outdoors provides a connection to their cultural heritage. Recreation, tourism and farming provide employment and financial security to many. Getting outdoors and experiencing nature benefits the physical and mental wellness of youth and adults. And unfortunately, Latinos are much more likely to suffer negative health issues due to environmental hazards," said Arce.
The full report can be downloaded at: http://hispanicaccess.org/sites/default/files/HAF_LatinoDecisions_ResearchBrief.pdf.
To arrange an interview, please contact Robert Fanger at [email protected].
About Hispanic Access Foundation
Hispanic Access Foundation is a 501(c)(3) non-profit organization that improves the lives of Hispanics in the United States and promotes civic engagement by educating, motivating and helping them access trustworthy support systems. Our vision is that all Hispanics throughout the U.S. enjoy good physical health, a healthy natural environment, a quality education, economic success and civic engagement in their communities with the sum improving the future of America. For more information, visit www.hispanicaccess.org.
About Latino Decisions
Latino Decisions is the leader in Latino political opinion research. Founded in 2007 by professors of political science, Dr. Gary M. Segura and Dr. Matt Barreto, Latino Decisions has built a national reputation based upon their unique combination of analytical expertise and cultural competence. For more information, visit www.latinodecisions.com.
Contact: Robert Fanger
P: 317-410-7668
E: [email protected]
