Univision working with advertiser to create archive of immigrant experience

NEW YORK, N.Y. – The Spanish-language media company Univision and one of its top advertisers are encouraging Hispanics to share their stories about establishing new lives in the United States for an immigrant archive.

The Univision network will kick off the effort, called Generacion America, during Thursday’s telecast of the Latin Grammy Awards.

Univision and its affiliated networks will help collect stories from celebrities and average citizens to be part of the Immigrant Archive Project, an independent effort to collect the stories, and show snippets of them on TV. The advertiser Procter & Gamble is helping to fund the effort, although neither company would say how much is being spent.

Univision Networks President Cesar Conde said the kickoff was intentionally timed for after Election Day so it wouldn’t become a political issue.

The election itself, where the Latino community played a key role in President Barack Obama’s re-election, may actually help to drive interest in the project, Conde said.

“We’re seeing an increased amount of interest by Hispanics and non-Hispanics in the paths that have been taken in the United States,” he said.

Thirty-two stories have been collected so far. In one, a businesswoman and Mexican immigrant named Mercedes Ruiz talks about how she took an English-as-a-second-language course and began working as a liaison for the company that offered the courses.

Fernando Espuelas, a Univision radio host of Uruguayan descent, talks about how people can actively choose to become Americans.

Stories are being collected in both Spanish and English.

For Procter & Gamble, makers of Pampers disposable diapers, Gillette razors, Tide laundry detergent and Duracell batteries, among many other products, the incentive is clear: Increasing visibility in the growing Hispanic market is a key to increasing sales.

The company will promote the effort on social media and through “Orgullosa,” a company-produced program that preaches empowerment to Latina women, said Lauren Hoenig, an associate marketing director for the company.

Hispanics are encouraged to share stories on the GeneracionAmerica.com website.

Univision Communications Inc. runs the broadcasting networks Univision and TeleFutura, cable networks including Galavision and a radio network and owns 62 television stations in the U.S. and Puerto Rico.