Houston, TX–(HISPANIC PR WIRE – BUSINESS WIRE)–October 17, 2007–The “Boys Scouts of America” recently launched a campaign aimed at reaching Hispanic families from Houston. The initiative, which will target the almost 1 million Latino children and their families in the Houston area, will include the usage of Spanish -language television ads, yard signs, flyers, and billboards.
The program focus on helping Hispanic children, especially those who recently arrived to United States, to learn about the U.S culture and to better adjust and adapt to the new environment, according to Sydney Castillo, field director and Hispanic outreach lead.
The Boy Scout leader said the program develops character-building values that are very relevant for the Latino families. Those values, summarized in what is known as the “Scout Law,” describe Scouts as trustworthy, loyal, helpful, friendly, courteous, kind, obedient, cheerful, thrifty, brave, clean and reverent.
Mr. Larry Kellner, chairman of the board and CEO of Continental Airlines, shared his experiences as a life-long Eagle Scout. Mr.
Kellner explained how the Scouting program helped him to succeed in life. “I still remember, use, and practice many of the skills I learned in Scouting on a daily basis,” he said.
“Being a Scout helped me strengthen fundamental values. These values needed to be reinforced during life, and The Boy Scout of America, as an organization based on values, can provide this reinforcement,” Kellner said.
It is important to note that 62% of Hispanic households in Harris County include children, compared with only 36% of U.S. Non-Hispanic households. According to recent studies, Latino teens are the most at-risk group to suffer from drug abuse.
The Scout program offers an excellent opportunity to develop the skills and values necessary to achieve success in life, and to keep teens away from risky activities and in a solid path towards a successful and meaningful life. The Hispanic portion of the campaign was created by Agua Marketing, a Houston-based marketing and research agency specialized in the Hispanic market.