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RIF Selects Maya for Hispanic PSAs

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WASHINGTON, D.C. Maya Advertising & Communications today said it was selected by nonprofit group Reading Is Fundamental to develop its first Hispanic public-service TV effort.

Two spots will be developed with Univision network personalities Christina Saralegui, a talk show host, and Jorge Ramos, a news anchor. The pair will discuss the importance of daily literacy activities parents can share with their children, such as reading aloud, telling stories and singing nursery rhymes.

The assignment is important because reading to kids "provides educational benefits, creates a special time to bond and stimulates a child's imagination," said Luis Vasquez-Ajmac, president of Washington, D.C.-based independent Maya, in a statement.

The agency has also handled work for clients such as Amerigroup, Comcast, Geico Direct, and the U.S. Department of Health and Human Services.

—Adweek staff report