From the Nominator
"As part of UC Davis’ efforts to attain Hispanic-Serving Institution (HSI) status, Undergraduate Admissions’ marketing team created 30- and 90-second ads during the 2022 World Cup targeted at Spanish-speaking parents of prospective applicants in the Sacramento (28% Latinx) and Fresno (49% Latinx) areas. Our goal was to increase our pool of Latinx applicants for fall 2023 admission to UC Davis.
These ads tell the story of Alfredo Aguirre, a first-generation 2020 Latinx graduate with degrees in Neurobiology Physiology and Behavior (NPB) and Chicano/a Studies who is successfully following his career path as a pediatric clinical research coordinator. As an immigrant and first-gen student, Alfredo’s story reaches out to viewers who might think that a UC Davis degree is unattainable. Alfredo’s journey was told in his own words using personal photos, lending authenticity to the ads.
Advertisements were run during the final weeks of the November 2022 application window in conjunction with Telemundo’s exclusive Spanish-language coverage of World Cup Qatar 2022, the year’s largest sporting event."
From the Judges
The campaign's targeted approach during the 2022 World Cup, specifically reaching out to Spanish-speaking parents in the Sacramento and Fresno areas, demonstrated a deep understanding of the audience. By featuring the inspiring story of Alfredo Aguirre, a first-generation Latinx graduate, the ads authentically connected with viewers, addressing the perception of a UC Davis degree being unattainable. The strategic use of limited resources and collaboration with Telemundo further showcased the campaign's effectiveness.