Univision rolls out multiplatform Generación América broadcast initiative
Gabriel Miramar-Garcia | 16-11-2012
Univision Communications has unveiled Generación América, a new "empowerment" platform dedicated to preserving and sharing the stories of Hispanics in America. Developed in partnership with the Immigrant Archive Project, Generación América is a multifaceted initiative that includes video vignettes and events to highlight stories of individual achievement, which will be pushed out across its broadcast platforms.
Univision's portfolio of television networks, local television and radio affiliates, as well its digital platforms, including UVideos, will feature Generación América vignettes. Univision will also leverage local TV stations to connect with the community and capture additional stories of Hispanics with the goal of creating an archive with stories from around the country.
"Just last week [during the presidential election] we saw the impact Latinos are having in the political landscape and how this community is helping define our future," said Randy Falco, president and CEO, Univision Communications Inc. "Generación América is an effort to help tell the stories behind the numbers, highlighting the positive impact Hispanics are having in American society."
This project, announced at the Latin Grammy Awards, comes to life in partnership with Procter & Gamble and its female-empowerment-focused Orgullosa program.
"Orgullosa and Generación América share a common purpose of celebrating Latinos' take-charge spirits and encouraging them on their journey to forge a new path and achieve their goals and dreams," said Lauren Hoenig, P&G associate marketing director, North America Media and Multicultural. "We are proud to be partnering with Univision on this new venture, following our long-standing commitment to touch and improve the lives of our Hispanic communities."
Community members can participatein the movement by sending in their unique stories via GeneracionAmerica.com, an interactive destination for users to upload, chat, share and connect with others. Viewers are encouraged to submit Spanish or English written documents or videos that anecdote their own journey living 'the American Dream.' The most inspiring stories will be selected to appear on Univision Network programmes.