Hispanic Heritage Foundation

www.hispanicheritage.org

Celebrating and promoting Hispanic pride, culture and accomplishment through comprehensive programs which

educate, enlighten and inspire

The Hispanic Community

Nearly 40 million documented Hispanics account for more than 13 percent of the total population in the United States making Hispanics the largest minority in America

Approximately one in eight Americans is Hispanic The United States is the fourth largest Hispanic country in the world behind

Mexico, Colombia and Spain The median age for Hispanics in the United States is 26 years old compared to

38 for whites and 31 for African Americans More than 35 percent of the Hispanic population is less than 18 years old

According to TIME/LIFE’s Hispanic Opinion Tracker study, nearly 90 percent of all Hispanics identify with being a Hispanic as much as or more than as an American

Support of the Hispanic Heritage Foundation will position the NEA as the leader in education with the Latino community

The number of Hispanic teachers have not kept up with the burgeoning Hispanic population and the achievement gap for Latino students continues to broaden

Hispanics graduate from college at 1/3 the rate as non-Hispanic whites and from high school at the rate of 62% compared to 90% for non-Hispanic Whites

18 years ago, the Hispanic Heritage Awards Foundation was created in the form of a small White House ceremony commemorating Hispanic Heritage Month and has grown to be the most prestigious Hispanic honor and event in America, celebrating Hispanic pride, culture and accomplishment

The Hispanic Heritage Awards Foundation is a 501(c)3 organization, Federal ID# 52-18182555

The Awards ceremony includes a Kennedy Center stage production in tribute of Honorees featuring the hottest Latin performers and is taped and aired as TV specials on NBC and Telemundo stations

Brief History of Hispanic Heritage Awards

and the Foundation

The Ceremony is co-hosted by 33 national Hispanic organizations including NCLR, LULAC, NALEO, National Association of Hispanic Journalists, MALDEF, Hispanic College Fund, Hispanic Scholarship Fund, Hispana Leadership Institute and US Hispanic Chamber of Commerce

The 2004 Hispanic Heritage Awards were a tremendous success as the in-house audience of 1,000 business and community leaders and elected officials celebrated at the Kennedy Center

HHF annually honors the outstanding contributions of Hispanic Americans and promotes them as role models during the Ceremony

Hispanic Heritage Award Honorees are recognized for their contributions to America in various categories and serve notice that no dream is beyond reach with ganas, vision and hard work

Educators, community activists, engineers, elected officials, doctors and other Latino leaders stand alongside cultural superstars

Past Honorees include:

Singers Gloria Estefan and Ricky Martin Legends Celia Cruz and Oscar de la Renta Actors Anthony Quinn and Rita Moreno Educators Judith Baca and Jaime Escalante Leaders Antonia Pantoja and Henry Cisneros Writers Isabel Allende and Julia Alvarez Doctors Antonia Novello and Pedro Greer Athletes Sammy Sosa and Derek Parra Activists Raul Yzaguirre and Dolores Huerta and even an Astronaut, Dr. Ellen Ochoa

Events Surrounding the Awards

Honorees Reception and Dinner: Exclusive black-tie dinner, which takes place at the Kennedy Center, is held in tribute of the 2005 Hispanic Heritage Awards Honorees and features Hispanic leaders, celebrities, HHF Board, high-level sponsors and elected officials. Live music softly plays in the background as sponsors host tables and enjoy a culinary delight. The Honorees Reception, which features mariachis, and Dinner serve as a warm-up to the Ceremony and stage production.

After Party: Fun feista for the 1,000 invitees takes place at the Kennedy Center and immediately follows the Ceremony and keeps the energy going until 1 a.m.

Hispanic Heritage Awards Ceremony

Public Relations ResultsPrint coverage Circulation reached 16 million (Burrelle’s News Service) with stories in: USA Today,

New York Daily News, The Washington Post, Dallas Morning News, San Jose Mercury News, Arizona Republic, Philadelphia Daily News, Miami Herald, San Francisco Chronicle, Detroit Free Press, Newsday, People Magazine, Hollywood Reporter, Women’s Wear Daily, Hispanic Business, Hispanic Magazine, La Opinion, La Prensa, El Nuevo Herald and Al Dia.

TV and Radio Coverage Television broadcast coverage reached a viewership of 88 million (Video Monitoring

Service) and included outlets such as: Univisión, Telemundo, NBC, CNN, CNN en Español, PBS and Access Hollywood among others

Radio coverage, often sighted as the number one way to reach Latino audiences, reached a total of more than 47 million people internationally, through more than 8,000 radio outlets (based on the Radio USA survey from Arbitron Company)

Online Coverage A sampling of online hits reached a total of nearly 21 million unique viewers (based on

Bacon’s Media Database and individual research) on Internet sites that included online versions of: Miami Herald, Houston Chronicle, Philadelphia Daily News, San Francisco Chronicle, Arizona Republic and San Jose Mercury News

Print Advertising Ads reached a circulation total of nearly 4.5 million readers through publications such

as, People en Español, Hispanic Magazine, Poder, Christina La Revista, Vanidades, Urban Latino, Latina Style, and Catalina

Note: Numbers don’t include ratings for TV programs—just free media

Hispanic Heritage FoundationYouth Awards

Eight years ago, as an extension of the Hispanic Heritage Awards, the Foundation launched the Youth

Awards program to identify and prepare next generation of Hispanic role models and leaders by providing educational support and celebrating their

achievements in the classroom and community

The Youth Awards is a leadership program

In 1998, the Youth Awards honored just five students with a total of five thousand dollars in educational grants; since then, 578 students have received a total of $1.6 million in grants

The Youth Awards started with five cities and now boast 12 regions (i.e. a student from Wisconsin won the Chicago Award and a student from North Carolina won in Washington, DC)

In 2004 alone, 168 students received $500,000 in grants

The National Youth Awardees have an event in Miami and are featured during the HHA Ceremony in Washington and on TV programs

Youth Awards Growth

Regional Youth Awards Regional awards are currently available in 12 regions—Chicago,

Dallas, Houston, San Antonio, Los Angeles, San Diego, San Jose/Bay Area, Philadelphia, Phoenix, Miami, New York and Washington, DC

Students must be of Hispanic descent and seniors in high school Awardees are selected based on academic standing, community

service, category focus and an essay about importance of heritage

Gold and Silver Medallions ($3,000 and $2,000 educational grants respectively) are presented by sponsors at regional ceremonies

Regional Ceremonies, held at top universities and colleges (Stanford, U Penn, Rice), are attended by students, parents, elected officials, and top business and community leaders

Last year’s categories included: Academic Excellence, Community Service, Film & Entertainment, Healthcare, Journalism, Mathematics & Engineering and Sports

The NEA can create an “Education” Award to identify and nurture the next generation of Latino teachers or possibly take over the Academic Excellence Award and help close the achievement gap

Youth Awards National Presence

Youth Awards Regions—the NeedRegion Percentage of Hispanics Overall Regional

in the under 18 Population Hispanic population

Chicago 26.79% 19.9%Dallas 37.51% 32.9%Houston 39.71% 32.9%Los Angeles 55.75% 44.6%Miami 80.87% 57.3%New York City 38.07% 26.5%Philadelphia 11.76% 8.5%Phoenix 32.15% 24.8%San Antonio 66.68% 35.6%San Diego 36.36% 26.7%San Jose 34% 24%Washington, DC 13.76% 7.9%

* Albuquerque 58.10% 42%* Denver 50.43% 31.7%* Raleigh/Durham 9.48% 6.5%

* Prospective Youth Award cities

Reference: based on Census Data from www.census.gov. 2000 United States Census.

National Youth Awards

In 2004, the 168 Regional awardees were narrowed down to seven National Awardees, one per category, who received an additional $5,000 grant, laptop and were flown, with families, to a National Youth Award presentation and Hispanic Heritage Awards in Washington, DC

These young leaders are now attending the top colleges and university and welcome the responsibility of being a role model and inspiration to their peers

Youth Award Process & TimelineDecember: On-line applications and 200,000 hard-copy applications,

posters and brochures (with NEA logo), are distributed in high schools, and 4,000 Subway restaurants in 12 regions

High-visibility public relations campaign is rolled out (outreach includes Spanish and mainstream print and broadcast, TV and radio PSAs, radio media tours, newsletters, et al) featuring Hispanic celebrities, HHF spokespeople, sponsors and former Youth Awardees

Early February: Applications are collected and distributed to selection

committees, which are comprised of three community leaders per category per region (this is a great opportunity for the NEA to gain positive exposure with opinion leaders on national and regional level)

Mid-March: Regional Awardees are selected and announced via PR

campaign

Youth Award Process & Timeline April and May:

Regional Award Ceremonies are coordinated in 12 regions (NEA would present regional awardees with awards in front of 150-200 community leaders, celebrities and media)

Early June: National Youth Awardees are selected and announced

Late June: National Youth Award Presentation and press conference (NEA

present national awardees with award in front of press, celebrities, and community leaders)

September: Hispanic Heritage Awards (Sponsors present award to student

onstage at the Kennedy Center in front of 1,000 Hispanic leaders)

Late September or October: National Awardees are featured on NBC and Telemundo TV

programs with name of sponsor under their name and category

Youth Awards Public Relations Results

Print coverage Circulation reached nearly nine million (Burrelle’s News Service) with stories in: San Jose

Mercury News, Arizona Republic, San Diego Union Tribune, Newsday, Miami Herald, Philadelphia Daily News, New York Daily News, Orange County Register, San Francisco Chronicle, Hispanic Magazine, El Nuevo Herald, Diario de Las Americas, People en Español, Hoy, and La Opinion

TV and Radio Coverage Television broadcast coverage reached a viewership of more than 12.2 million (Video

Monitoring Service) and included outlets such as: Univisión (national and local), Telemundo (national and local), NBC in New York, Washington DC, Miami, Philadelphia, Chicago, San Antonio, Houston, Dallas, Phoenix, San Francisco, Los Angeles, and San Diego, ABC in Philadelphia, and independent network shows and regional cable outlets such as LATV Live in Los Angeles and News 12 in New York. Segments on syndicated shows such as Latin Lifestyles and Hispanics Today.

Radio coverage, often sighted as the number one way to reach Latino audiences, reached a total of more than 7 million people internationally, through nearly 800 radio outlets (based on the Radio USA survey from Arbitron Company)

Online Coverage A sampling of online hits reached a total of nearly 6,000,000 unique viewers (based on

Bacon’s Media Database and individual research) on Internet sites that included online versions of: Miami Herald, Houston Chronicle, Philadelphia Daily News, San Francisco Chronicle, Arizona Republic and San Jose Mercury News

Public Service Campaign Public Service Announcements were shown on television and radio stations across the

country including highly-rated programs such as the Today Show and featured spokespeople such as Gloria Estefan, Carlos Ponce, Jon Secada and Shalim as well as TV personalities Judy Reyes from the NBC hit show Scrubs, sports announcer Andres Cantor, and New York Times bestselling author Alisa Valdes Rodriguez

Two sixty-second audio news releases (ANRs) were also distributed to help promote the Youth Awards Application Drive to more than 5,500 local radio stations

Testimonial from Youth Award Recipient

“The Youth Awards program is so much more than the generous grant that has helpedme attend Stanford University, moreover it is the responsibility I will carry forth to set apositive example for my peers and give back to my community in east Los Angeles. There is no more effective or honorable way to do that than to be a teacher. I want tothank your organization and your sponsors for putting your trust in an upcominggeneration. I will probably not be able to repay the monetary sum but your investmentwill be repaid one-hundred fold through the young lives I hope to impact and the positiveimage I will project as a young Latino.

You have created a familia at the Hispanic Heritage Foundation that keeps in contact withus and provides guidance as we go forward with our lives. You always take our calls,when we’re in DC you open your home and when we see your team, we are receivedwith hugs and open hearts. I’ll never forget when you told us to always send the elevatorback down once we reach the top. I promise to make everyone proud.”

Abrazos, Emmanuel Pleitaz 2001 National Youth Award Recipient