Grupo Mas Speaks for Georgia-Pacific

ATLANTA Georgia-Pacific, the manufacturer of paper products and building materials here, has launched a major initiative targeting Hispanic construction workers in several markets.

The campaign, which rolled out this week in California, Georgia, Illinois, Texas and Florida, features radio and print advertising as well as a series of grass-roots events, a dedicated Web site (www.gpamigos.com) and a telephone help line in Spanish called “Amigo.”

Atlanta-based Hispanic agency Grupo Mas developed the strategy behind the campaign, which features the tagline “Ayudandole a construir mejor. Mejores casas. Mejores negocios. Mejores vidas.” (“Helping you to build better. Better homes. Better businesses. Better lives.”) Ketchum, also in Atlanta, handles all of Georgia-Pacific’s public relations in English and Spanish.

According to the company, the grass-roots events are held on Sundays, one of the few days its research shows construction workers are free. It targets the workers and their families with family games and contests in an effort to show the firm’s products. Events also offer construction workers the chance to build a playhouse for children while familiarizing themselves with the company’s products.

The effort came to fruition after the company’s research showed that as much as 20 percent of U.S. Hispanics work in construction.