In February 2010, Univision Communications Inc. launched a comprehensive, multi-year national hispanic education initiative called Es El Momento (The Moment is Now) in partnership with the Bill & Melinda Gates Foundation, the U.S. Department of Education, educators and civic and community leaders from around the country. The Es El Momento initiative is aimed at improving academic achievement among K-12 Hispanic students with a specific focus on high school graduation and college readiness.
According to research, the high school graduation rate for Hispanic students is 55 percent compared to 69 percent for their non-Hispanic peers.  In addition, only 34% of young people graduated high school ready to succeed in a four-year college and that number drops to 20% for Hispanic young people.
Hispanic parents face two key barriers:
- Access and awareness of the academic preparation/requirements needed for college. Many Hispanic parents may lack the knowledge, tools or experience to help their children succeed academically in the U.S. Many of them do not know how to navigate the educational system, which may not always be equipped to adequately welcome and assist Latinos’ distinct experiences and needs. By learning how the system works and knowing their rights and responsibilities, parents can advocate on their children’s behalf.
- Financial Preparation. Parents may not be aware that, regardless of their economic situation, there are options to support a higher education for their children including grants, loans, and scholarships. They need to begin preparing financially for their children’s post-secondary education earlier on and should seek advice and learn about the availability of state, federal and private financial resources.
The Es El Momento initiative communicates with three target audiences:
- Parents/Caregivers of Hispanic students – because virtually all studies of academic success show the importance of parental engagement.
- Hispanic students themselves – because only they can determine their own achievement;
- The broader Hispanic community – because only by creating an environment in which academic success is supported, will more young Hispanics achieve their educational dreams.
Working with an advisory board that includes education experts and practitioners, the multi-platform, multi-year Es El Momento initiative consists of a number of elements, including:
- A national multi-media campaign across all Univision platforms including Univision, UniMás and Galavisión Networks, Univision Television Group, Univision Radio and Univision Interactive Media;
- Designated website: eselmomento.com;
- Special TV and radio programming; and
- Grassroots and community efforts in partnership with community serving organizations
Messages for each phase of Es El Momento and the movement for change has been delivered through several vehicles including TV, radio and online.
- Spanish-speaking experts for program integration in television and radio, national and local
- Participation in local exhibits, fairs and panels
- Providing distribution material to stations
- Provide articles for eem.com
- Answering questions from users in eem.com forums
- Providing facilities to tape segments and specials or outreach events
- Promoting Es el Momento in their newsletter an within their organizations