Multicultural Articles

Read articles and advertorial features from companies involved with targeting Hispanics, African Americans, Asian Americans, LGBT and people with disabilities, among other markets. Have an article to submit for consideration for posting or distributing via MMRNews? Contact lisa@multicultural.com or learn more at Submit Your News.   Subscribe

SAMHSA and the Ad Council Launch National Campaign to Raise Awareness about Mental Health Problems in Chinese American Communities

1 in 6 Chinese American Young Adults Experienced Serious Psychological Distress in the Past Year
(July 8, 2010) /PRNewswire/ — The Substance Abuse and Mental Health Services Administration (SAMHSA), in collaboration with The Advertising Council, announced today the launch of a national public service advertising (PSA) campaign to promote recovery from mental health problems within the Chinese American community by educating and inspiring young adults to talk openly about issues of mental health. The culturally-targeted PSAs seek to motivate societal change towards social acceptance and decrease negative attitudes that may surround mental illness. These PSAs are part of a larger multicultural public service effort designed to reach Chinese American, American Indian, Hispanic/Latino and African American communities during National Minority Mental Health Awareness Month.  Read more >>

E-Tech: Multicultural Youth, A Hip Hop Culture

Youth Marketing Definitions:

Generation X: Born between 1963 – 1973.
Brought up on television, Atari 2600s and personal computers

MTV Generation: Born between 1974 – 1985.

MTV is an American Cable Television network based in NYC launched on August 1, 1981. The original purpose of the channel was to show music videos. Today MTV broadcasts a variety of music, pop culture, youth culture, and reality television aimed at adolescents and young adults.
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McDonald's® USA Receives Prestigious Marketer of the Year Award

Award Given in Recognition of the Brand’s Leadership Marketing and Commitment to the Asian American Community

Oak Brook, Ill. (June 15 , 2010) –
McDonald's USA was recently honored with the “Marketer of the Year Award” at the Asian American Advertising Federation's conference.  The award is in recognition of McDonald's unwavering commitment and support of the Asian American market throughout the years and is given annually to those companies that demonstrate a long time commitment and dedication to the Asian American community.

“We are extremely honored to receive the “Marketer of the Year Award” from the Asian American Advertising Federation,” said Vivian Chen, U.S. marketing manager, McDonald’s USA.  “This award is an important recognition from the Asian American community for McDonald’s ongoing commitment to a very important and valued customer segment.” 
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Gas Natural Fenosa Chooses SCPF as Advertising Agency in LATAM

MIAMI, June 14, 2010 – Gas Natural Fenosa has chosen SCPF, a creative advertising agency, to carry out all its commercial advertising efforts in Brasil, Mexico, Colombia and Argentina.
 
SCPF and Gas Natural Fenosa will work together to create a variety of cohesive and consistent commercial campaigns for the multinational energy organization in its Latin American countries with the most presence.  Read more >>

America’s Premier Multicultural Agency, UniWorld Group, Takes First Place Award at the 2010 Effie Awards Ceremony in New York

New York, NY - June 9, 2010 - UniWorld Group, Inc., took top honors in the African American category at the 2010 Effie Awards for the multimedia “Real Talk” campaign produced for the United States Marine Corps. UniWorld Group has been the multicultural agency of record for the Marine Corps for the past nine years.

“We pride ourselves on our ability to execute strategic campaigns that exceed our clients’ goals and expectations,” said Rebecca Williams, UniWorld Senior Vice President and Chief Creative Officer.

“It is an honor to be recognized by our industry peers for such a groundbreaking program that positively influenced the way that African Americans view service within the Marine Corps in today’s challenging environment.”
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Fourth Annual ADCOLOR Awards Set to Honor Queen Latifah

Miami Ceremony to be Hosted by CNN’s Soledad O’Brien

NEW YORK, June 8, 2010 –
The ADCOLOR® Industry Coalition today kicked off the 2010 ADCOLOR Awards nominations season by announcing that this year’s All-Star honoree will be Queen Latifah.

The ADCOLOR Awards is an initiative launched by the ADCOLOR Industry Coalition – a collective formed in 2005 that includes the ADVERTISING Club of New York, Association of National Advertisers (ANA), American Association of Advertising Agencies (4As), American Advertising Federation (AAF), Arnold Worldwide and Omnicom Group. ADCOLOR serves to promote increased diversity in the advertising, marketing and media industries, and to inspire current and future communications professionals of color by celebrating the accomplishments of diverse role models and industry leaders.
 
“We have two very distinct goals through ADCOLOR: to celebrate the achievements of talented communications professionals who are making a mark in business and giving back to their communities, and to redefine diversity,” said Tiffany R. Warren, founder of The ADCOLOR Awards and senior vice president, chief diversity officer for Omnicom Group Inc. “For us, diversity is truly about bringing together people with a variety of experiences, backgrounds and points of view, regardless of any ethnic or cultural background. We are looking forward to receiving nominations for ADCOLOR honorees who are bringing their distinct experiences to bear in their work and in their communities.”     Read more >>

IW Group Wins Asian American Advertising Federation’s Creative Campaign of the Year

Cultural insight and creative execution for MetLife’s Asian-Indian branding campaign help agency secure the category’s Gold Award

WEST HOLLYWOOD, Calif. (June 2, 2010) – IW Group, a leading Asian Pacific American integrated and full-service marketing agency, announces the winning of Creative Campaign of the Year at the 2010 Asian American Advertising Federation (3AF) conference for MetLife’s 2010 television campaign. The award, presented in Las Vegas on May 20, 2010, adds to the portfolio of various industry awards that the agency has secured for MetLife’s Asian Pacific American marketing efforts.

“We are humbled by this honor and grateful to MetLife,” said Nita Song, president of IW Group. “MetLife allows our talented team to flex our creativity and utilize expansive cultural understanding to create a campaign that is thought-provoking and resonates well with different Asian-Indian generations.”   Read more >>

Asian American Advertising Federation (3AF) Hosts Successful Asian Market Conference and Announces 3AF 2010 Creative Award Winners

West Hollywood, CA - May 26, 2010 - The Asian American Advertising Federation (3AF) announced today the winners of its 2010 creative awards recognizing the “best and brightest” in the Asian American advertising and marketing industries. The honorees were recognized at the 3AF’s national conference entitled, “Model Minority to Model Consumer—Capturing Your Share of the Asian Consumer Market,” held last week in Las Vegas, Nevada. The first place (gold) award for creative campaign of the year went to IW Group, Inc. and MetLife for their campaign entitled, “Tilak.”   The judges were impressed with the insurance company’s use of culturally relevant insights and story lines.  Second place (silver) in the creative campaign category went to interTrend and JC Penney for their innovative online digital campaign called, “International Secret Agents,” which targeted young Asian Americans.  Third place in the creative campaign category went to AAAZA and DirectTV for their work on the satellite television provider’s “Chinese Hip Grandpa” campaign.  Read more >>

State Farm Secures Its Spot as Marketer of the Year with Support from AOR interTrend Communications

Long Beach, CA May 21, 2010 - State Farm adds Asian American Advertising Federation’s (3AF) Marketer of the Year award to its long list of achievements after launching a first-rate campaign, 3AF announced Thursday. State Farm and AOR interTrend Communications employed cultural insights to engage extant and prospective customers with a multifaceted campaign.  By homing in on ethnic segments, opening a dialog with the Asian American community and constructing a culture of understanding within its own walls, State Farm sought to create a lifelong connection to this growing market.

Cultivating its identity as an integral part of community and family, State Farm combined culturally-significant motifs with poignant messages.  Grass-roots campaigning at events, like local Lunar New Year celebrations, or culturally-focused contests, such as Asian Indian Bollystar, enabled State Farm to connect with members of the community.  interTrend’s market analysis revealed disparate insurance shopping patterns within the Asian American community, allowing State Farm to communicate uniquely to each segment while avoiding homogeneous messaging.   Read more >>