Objectives

Too Small to Fail, a joint initiative of the Clinton Foundation and Opportunity Institute, is an awareness and action campaign that promotes the importance of early brain development among parents and caregivers. They work to empower parents and caregivers with tools to talk, read, and sing with their young children from birth.

One strategy of Too Small to Fail is to harness the power and reach of Hollywood and entertainment media to raise awareness about early brain and language development and inspire parents to action.

Since 2014, Too Small to Fail and Univision — the country's largest Spanish-language media company — have partnered to create Pequeños y Valiosos (Young and Valuable), a multi-platform awareness campaign. It leverages Too Small to Fail's expertise in early childhood and Univision's wide array of media platforms – network and cable television, radio, news, online/social media, and community outreach – with the objectives of:

• (1) inform Hispanic parents and caregivers about the lifelong benefits for young children (age 0-5) of a language-rich parenting environment; and
• (2) mobilize parents and caregivers to transform everyday moments into brain-building opportunities for their young children by talking, reading, singing and engaging in other language-rich activities.

Strategy and Execution

Since the partnership first formed in 2014, Too Small to Fail and Univision have aimed to reach parents of young Hispanics, informal caregivers of young Hispanics, and the broader Hispanic community. In 2017, Univision and Too Small to Fail focused on expanding the partnership to include three simultaneous approaches: (1) Deepening the audience's understanding of early brain and language development through more in-depth messaging across Univision's entertainment, news, and text platforms; and (2) Expanding audience reach through traditional communications tools (i.e., PSAs, community events, social media, on-air "tent pole" promotions, etc.).

Strategies included:

• Launch of a first-of-its-kind dramatic miniseries with plot, real-life storylines and creative designs informed by Too Small to Fail's team of experts, partners and beneficiaries who serve the Hispanic community.

• PSAs and Content integrations on the Univision Network's hit children's talent competition "Pequeños Gigantes USA," morning television programming "Despierta América," and local television/radio promotions.
• A text message platform (text "VALIOSOS" to 26262) that offers twice weekly text prompts, video tips and access to early learning activities.
• An early education section on Univision's digital education hub at Univision.com/educacion, as well as a "Padres de Univision" Facebook group.
• Univision Contigo local events for parents and families across markets nationwide where families can receive valuable resources.

Results

The campaign leverages Too Small to Fail's expertise in early childhood and Univision's wide array of media platforms – network and cable television, radio, news, online/social media, and community outreach.

Since first launching in 2014, the campaign has amassed more than 643.5 million audience impressions for campaign messages through PSAs produced by Univision's national and local anchors, content integrations on top shows such as Despierta America and Pequeños Gigantes, and through the development of a first-of-its-kind dramatic miniseries focused on social impact themes.

It has also reached more than 77,000 parents and caregivers with information online and via weekly texts; and has reached 350,000 parents reached through community events.

In 2017 alone:

• Partner programming that has resulted in 43.5 million audience impressions.
• More than 60,000 parents have been reached through community events.
• 14 content integrations on Despierta America and Pequeños Gigantes
• 93 PSA spots on early childhood for Univision, UniMas, Galvision
• 47,590 new weekly text subscribers
• Launch of "La Fuerza de Creer" two-part miniseries, first-of-its-kind for Univision

Media