República Selected to Create Advertising Awareness Campaign to Launch TeletónUSA on Univision Network
MIAMI, December 05, 2012– República, a cross-cultural advertising and communications agency, announced today it has been selected by Fundación Teletón to create the advertising awareness campaign to launch the inaugural TeletónUSA. TeletónUSA will be a 27-hour-long event that will reach out to the U.S. Hispanic community, urging it to come together for the benefit of needy children with disabilities, cancer and autism in the United States.
República has been tasked with curating a comprehensive strategy that includes research, branding, advertising and promotions. The four-phase campaign focuses on introducing and raising awareness for TeletónUSA, leading up to its first annual fundraising telethon to be broadcast on Univision Network on Dec. 14-15, 2012.
“We knew we needed to find an agency partner that not only had the creative capabilities, but that also shared our values and demonstrated a strong a commitment to community,” said Fernando Landeros, president of Fundación Teletón. “República is an extraordinary agency, with a successful track record, and their team demonstrated a passion that was captivating,” added Landeros.
With the slogan “La Gran Familia Hispana Unida por Nuestros Niños” (The great Hispanic family united for our kids),” the television, radio and online campaign features several of Hispanic America’s most beloved personalities including Don Francisco, Gaillea Montijo, Giselle Blondet, Raul Gonzalez and Daniela Romo, among many other national and local celebrities.
“The launch of TeletonUSA speaks to Univision’s 50 year legacy of service to our community and República will play an important role in creating awareness and mobilize our community to support this important initiative that will change lives,” said Cesar Conde, president of Univision Networks.
Over the past four years, República has handled an array of advertising and communications efforts for Univision, including developing the creative elements and PSA campaign of Univision’s award-winning “Es el Momento” education initiative.
“We are honored to have the opportunity to be a part of the historic launch of the first TeletónUSA on Univision,” said Jorge A. Plasencia, chairman and CEO of República. “Our team is thrilled to make history with Univision and Fundación Teletón as we bring this important message to Hispanic America,” added Plasencia.