'Enterate' PSAs Directed at Hispanic Population

ATLANTA Univision Communications and the Henry J. Kaiser Family Foundation said they have teamed to launch a new Spanish-language public awareness campaign that will address health disparities in the Hispanic community.

The new campaign, called "Enterate," will promote healthy lifestyles, illness prevention and provide motivational encouragement to Hispanic families, sources said. Los Angeles-based Univision and KKF of Menlo Park, Calif., have called upon congressional representatives such as Henry Bonilla (R-Texas), Ciro Rodriguez (D-Texas), Ileana Ros-Lehtinen (R-Fla.) and Hilda Solis (D-Calif.), to establish a partnership that will raise community awareness. Both companies, along with participating members of Congress yesterday gathered in Washington, D.C., for a press conference announcing the launch.

"Univision is responsive to its audience," said Ivelisse Estrada, vice president of corporate and community relations at Univision. "As part of our commitment to the health of our community, we felt it was necessary to use our assets to educate and inform."

The new public service announcements began airing yesterday on Univision networks. There are six 30-second TV spots: "No," "Movies," Tornado," "Carnival," "Roller Coaster" and "Probabilidades." The latter three were produced in both Spanish and English versions.

Univision and KKF first joined forces in 2001 to produce a similar community awareness campaign that focused on the HIV-AIDS epidemic in the Hispanic community. That campaign, also labeled "Enterate," incorporated television spots, a Web initiative and a print booklet.