Our Work

Crisis Center of Northern New Mexico

The mission of the Crisis Center of Northern New Mexico (CCNNM) is to provide programs that support prevention, education and services for families living with domestic violence (DV) and/or families living in a violent environment. In partnership with the Española Public School District, CCNNM collaborated with HCN to develop a bilingual (Spanish and English) multiplatform campaign to educate and inform families about the short and long term effects on children of witnessing violence in their homes.

HCN created Through Their Eyes – A Través de Sus Ojos using communications, media and marketing tools to inform parents, students and the community about the affects of DV on children of all ages – infants, children and adolescents – and to demonstrate appropriate choices and available solutions including shelter, counseling and education programs.

Our team produced and distributed a “Take-Home” package to local schools for students to share with their parents. The package included brochures, a magnet and a DVD version of the short film and TV PSA Through Their Eyes – A Través de sus Ojos – an original production for this project. To coincide with the schools’ distribution of the Take-Home package, HCN launched a radio, print and media relations campaign to secure Spanish- and English-language coverage.

As a result of our campaign with CCNNM, the Española Public School District started implementing a comprehensive anti-bully program in all elementary schools. CCNNM has also seen an increase in the number of “healthy” parents and perpetrators seeking additional information and direct help to address DV in their community.

Get the Green

US Forest Service-Conservation Education Office (USFS-CE) and the Southern California Consortium (SCC) presented HCN the challenge of assisting USFS-SCC in taking its successful school-based youth programs to scale. Our task was to reach and inspire more youth underrepresented in USFS programs to access nature in local parks, the Angeles National Forest and even in their own urban neighborhoods.

HCN created GetTheGreen.org – a contest to engage underrepresented youth and their families in accessing the great outdoors and sharing their experiences in nature through digital photos and videos. Youth ages 13-18 years old in Los Angeles, Ventura, Riverside, Orange and San Bernardino counties were invited to use their Smartphones to submit digital photos and videos of themselves in nature for prizes, including cash and outdoor gear provided by our corporate sponsor, REI of Los Angeles. HCN also recruited and mobilized a number of partners, primarily Latino-serving organizations and environmental education groups, to promote and help encourage youth to participate in the contest via social media tools and a Facebook group we developed specifically for the initiative. To reach less acculturated parents, HCN produced a series of Spanish-language radio segments that aired on local affiliate radio stations within our national radio network, and secured donated airtime to run long-format special programs for USFS-SCC spokespersons and youth to promote environmental conservation, managed recreation, and opportunities with USFS-SCC.

The GetTheGreen.org pilot project generated enthusiastic responses among youth and partnering organizations alike. During the short 6-week pilot project duration, over 170 photo and video entries were submitted by youth using the campaign minisite and social media. The campaign and contest proved to be an effective approach to open doors for SCC to establish new partnerships with key Latino-serving and environmental organizations, and for SCC to reach and engage new youth currently underrepresented in USFS programs. You can see the photos at GetTheGreen.org minisite and Flickr page.

National Highway Traffic Safety Administration (NHTSA) Seatbelt Safety

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HCN works with the National Highway Traffic Safety Administration (NHTSA) on their national Click It or Ticket and Impaired Driving Spanish-language media campaigns. Each year, HCN designs and executes a culturally and linguistically relevant communications strategy to assist national law enforcement and highway patrol officers in reducing road injuries and fatalities among US Hispanic men ages 18-34, and deliver a high value return on allocated Federal funds.

At the core of each NHTSA campaign is HCN’s radio network. HCN produces an original series of radio segments each year using creative “edu-tainment” approaches to feature the client’s talking points in ways that resonate with target male audiences. In addition to the core radio campaigns, NHTSA also contracts HCN to develop a range of multiplatform solutions: Spanish-language telenovela storyline integration, earned coverage on TV morning talk shows, audio-branding on prepaid phone cards, and digital media on websites popular with target audiences.

HCN has recruited a number of celebrities to serve as spokespersons: Calle 13, Don Omar, Orfanato, Dylan y Lenny, Intocable and Patricia Manterola are a few. Our teams negotiate with celebrities and their agents for the license rights to use celebrities’ images for online banner ads and wallpaper downloads, and to create original songs about drunk driving and seatbelt safety for ringtone downloads for users around the country who opt-in to the campaign.

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