Hispanic Scholarship Fund

Alejandra Rinc_n, Ph.D., Vice President of Programs
Karina Barrionuevo, Ad Council/Marketing Manager

Ad Council

Penny Schildkraut, VP Campaign Director
Alanna Strauss, Campaign Manager

Grupo Gallegos *Lead Agency

John Gallegos, President, CEO
Juan Oubi_a, Creative Director
Ken Muench, Director of Planning & Research
Chi-young Yoon, Account Supervisor
Curro Chozas, Associate Creative Director
Edgar Hernandez, Associate Creative Director

Not enough Hispanic students are making it to college. This is a reality that the Hispanic Scholarship Fund has worked for years to change. The big mystery was: if both parents and students agree that a college education is the key to a better future, then why do so few Hispanics hold a bachelor's degree? Hispanic parents did not need another feel good inspirational message about the benefits of a college degree. They needed a wake up call, they needed to see the consequences of not having a college degree. This campaign accomplished the desired result, it got the attention of Hispanic parents and TV networks who donated 27 million impressions.