Vete a FIAP 2009 Contest Submissions
Jurados:
JUDGES:
VETE A FIAP 2009
Enrique Codesido: JWT Mexico
Juan Oubiña: Grupo Gallegos
Gustavo Asman: Winglatino NY
Brief:
Parental Involvement in Home Education
U.S. Hispanic Creative Brief
1-30-09
The Background
One of the most significant problems facing Hispanics in the US is the physical absence of the parents
from the home. Studies have demonstrated that parent participation in their kids home education is
extremely related to life’s achievement. Learning begins at home and, regardless who is doing the
parenting -- mothers, fathers, aunts, uncles, grandparents - no Hispanic family is exempt from the
challenges of raising motivated and engaged kids.
What is our assignment today?
Encourage Hispanic parents to get more involved in their kids lives. We have to make them
understand that their active presence is essential to their children’s well being and, make them see,
that what their kids learn at home will shape the kind of persons they’ll be tomorrow.
And what does parent involvement really means?
Parent involvement may easily mean quite different things to people: it can mean advocacy, parents
helping with homework; it can mean support, parents serving as volunteers in their kids extra-
curricular activities; it can even mean encouragement, attending children’s baseball/soccer games.
Simply put, parent involvement means “being there” by both inculcating the right manners on them
and initiating learning activities at home to improve their children's development: reading to them,
teaching them to behave, playing with them, talking to them about significant subjects, etc.
Who is our target then?
All Hispanics parents in the US.
And what do we know about them that could make our job easier?
Research examining parents' perceptions of their role in their children's education has found that
Latino parents care very much about their children's education and well being, and also want to be
involved. However, the everyday pace of life in the US makes force them to get unfocused and
overlook what an important part of the equation they are. We need to remain them that they have
the most important role in their kids’ journey of life.
So, what is the most compelling thing we can tell them?
“Education begins with you”
Why should they believe it?
Because you are their first teacher.
Because you are their first superhero.
Because you are their first coach.
Because they will look to you.
What’s the expected tonality?
Bold. Simple. Clever. Urgent.
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