Pequeños y Valiosos Enters Third Year of Helping Parents Boost Early Cognitive and Social-Emotional Development Among Young Children

NEW YORK, April 18, 2016 /3BL Media/ – Univision Communications Inc. (UCI), the leading media company serving Hispanic America, as part of its Univision Contigo empowerment platform, today launched its third annual Pequeños y Valiosos (Young and Valuable) campaign. Launched in 2014 as a joint initiative of Univision Contigo and Too Small to Fail, the cross-platform campaign encourages Hispanic parents to engage in specific actions that will boost early cognitive and social-emotional development among young children ages 0-5.

The 2016 initiative begins with an intensive six-week, multimedia “Acción por los Niños” (Action for Children) promotion that will include a series of local and national television and radio PSAs featuring popular Univision on-air personalities and their families engaging with their own infants and toddlers, including Ana Patricia Gámez (co-host of Despierta América), Alejandra Espinoza (host of La Banda), and Alan Tacher (co-host of Despierta América).

Additionally, it will feature regular network programming integrations on Despierta América, Primer Impacto, and Noticiero Univision providing parents with information and news on “brain-building moments.” On Sunday, April 24 at 5 p.m. ET/PT (4 p.m. CT), the Univision Network will air "Pequeños y Valiosos: Padres de Univision," an hour-long special program featuring experts, families and popular Univision talent and their own children. Locally, Univision stations will feature stories on early childhood development in their newscasts, and public affairs programs will feature 30 days of “brain building moments,” with tips, powered by Vroom, on beneficial ways parents can interact with their young children, and the science behind each tip. 

Families can join the conversation for special promotions and more content across social media platforms (Facebook, Twitter and Instagram) using the hashtag #PequeñosYValiosos.

In addition to on-air programming, Univision Contigo will host events for parents and families across 17 markets nationwide. UCI employees will have opportunities to volunteer at these and several other activities in support of education and learning across the country through a companywide week of service, Yo Soy Univision Contigo, from April 25-29.

This year, the campaign also includes expanded resources designed to help parents and caregivers engage in meaningful, quality interactions that boost early brain development and prepare their young children for success in school and beyond.  These materials include information provided by a range of leading early childhood development organizations, including Vroom, Too Small to Fail, Sesame Street, Highlights for Children, SER de Puerto Rico, and ZERO TO THREE, among others and will be delivered in the following ways:

• A text message service (text “VALIOSOS” to 26262) that offers weekly text prompts, video tips and access to free tools to help parents & caregivers engage in meaningful, language-rich interactions with their young children;

• A new early childhood section on Univision Contigo’s “Clave Al Exito” online parent portal www.univision.com/exito that provides in-depth information about early brain development, developmental benchmarks, and bilingualism; tips and tools for parents, grandparents and other caregivers; and, specific prompts for parents to talk, read, sing and engage in early math activities with their young children.  The site also offers video tutorials featuring popular Univision talent and other free content from Univision’s partners.

• A new “Padres de Univision” public community group on moderated by Univision Contigo and its partners, that encourages parents to share their own experiences and provide tips to one another.

The “Pequeños y Valiosos” campaign is a joint partnership of Univision Contigo and Too Small to Fail, with additional funding support provided by Vroom, an initiative of the Bezos Family Foundation, the Heising-Simons Foundation and the David and Lucile Packard Foundation.

CONTACT:   Yvette Pacheco 646-560-4879 ypacheco@univision.net @UCIPRTeam