The state of California has enlisted La Agencia de Orc' to spread the word about the U.S. Census to the Hispanic population in the south.
The Los Angeles agency is handling the creative portion of a statewide $8 million effort to encourage Hispanics to fill out their census forms. Initiative Media, Los Angeles, is handling media buying.
The print, outdoor, radio and TV campaign stresses the benefits of participating in the national headcount.
The Spanish-language ads will run throughout the month. The tag, "Hagase contar," translates to "Make yourself count."
"The benefits were the most important thing to be focused on because the people don't know why they should be counted," said Norma Orc', agency co-founder and chief creative officer.
And how is the 14-year-old agency motivating one of the region's most census-shy populations? By using popular Latina actress Lumi Cavazos, who has appeared in films such as Like Water for Chocolate.
As spokeswoman, Cavazos "is now part of the Southern Californian Latino community," said Orc'. "I think she is seen as someone who is admirable."