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Dollars For Latino Scholars

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With the goal of doubling the percentage of Hispanics earning college degrees by 2006, Spark/KJS in San Antonio last week launched the first pro bono national advertising campaign for the Hispanic Scholarship Fund (HSF).
Under the themeline "Opening American minds," Spark/KJS is utilizing English- and Spanish-language television, radio and print outlets to not only raise awareness for the San Francisco-based HSF's funding needs, but to stress the importance of higher education to parents in Latino communities.
An HSF official said the organization is troubled that the U.S. high school graduation rate for Hispanics is only 58.6 percent and the percentage of Hispanic adults with bachelor's degrees is merely 9 percent.
"This tells us that improving Hispanic graduate rates will require more than making money available to pay for college," said Sara Martinez Tucker, HSF president.
--Glen Fest