CASA hires firm to lure Latino volunteers

LOS ANGELES: La Agencia de Orci & Asociados has been chosen as Hispanic agency of record for a national nonprofit seeking to increase its Latino volunteer base.

LOS ANGELES: La Agencia de Orci & Asociados has been chosen as Hispanic agency of record for a national nonprofit seeking to increase its Latino volunteer base.

Court Appointed Special Advocates (CASA) enlists volunteers to help children who are in the foster-care system because of neglect or abuse. Advocates investigate kids' needs, and can aid with issues such as proper medical care or helping siblings to remain in contact. There are currently about 500,000 kids in foster care in the US, and 130,000 are Latino. However, of CASA's 75,000 volunteers, only 2,800 are Hispanic.

De Orci is charged with increasing that number, and with raising the organization's profile in key Hispanic markets.

"The messaging is pretty much straightforward. It is that there is a child in need, and it is something we all need to make time for," explained Jaime Ramirez, VP and director of client services for de Orci.

The agency has enlisted Latina empowerment speaker Yasmin Davidds as a spokesperson, and will begin a five-market media tour in October. The firm is also creating new Spanish-

language materials and a website for CASA.

CASA also works with the Seattle office of Publicis Dialog as a general-market agency,

and with Atlanta-based BHL Consulting for the African-American market.

De Orci was chosen after a competitive pitch process.

"They really worked the hardest for the business," said Jim Clune, chief communications officer for CASA, adding that the account is valued at about $100,000 annually.

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