TOPEKA, KS: Payless is celebrating Hispanic Heritage Month and reaching out to the Hispanic community by selling bilingual necklaces and donating the proceeds to the Hispanic Scholarship Fund (HSF).
Working with Hispanic AOR Conexion PR, Payless has already done long-lead media outreach for the campaign, targeting Spanish- and English-language national outlets and regional media in the top 20 Hispanic markets, including Los Angeles, Houston, and Chicago. The campaign also launched a microsite where customers can purchase the necklace, distributed an e-mail newsletter, and is targeting blogs in the Hispanic market.
“Unfortunately, Hispanics have the highest college drop-out rate of any racial group,” said Gaby Alban, the Hispanic spokesperson for Payless, who noted that the target audience is those who might be sensitive about needing help to attend and graduate from college.
“The number one dream for Hispanics is a college education for their children,” she added. “We're really wanting to tug on the heartstrings of those that are here and believing in that, and it's something they want to support.”
The necklaces, available since September 1, cost $4 and display the phrase “Believe/Creer, Dream/Soñar, and Inspire/Inspirar.” The phrase is also the message of the PR campaign surrounding Hispanic Heritage Month, which starts September 15, to coincide with the anniversary of independence for five Latin American countries.
“The words are so important to us,” Alban said. “It's about motivating and inspiring people to achieve their goals, and for us, it's really something that we're proud to help HSF.”
The effort is more than just a one-off campaign, Alban explained. Not only does it fit in with Payless' overall Hispanic outreach, but it also works with the company's overall goals.
“The same way that we're democratizing fashion and bringing the best of the runway and of unique designer collections to people at great price points,” Alban said, “we're helping the community really be able to get behind such an important cause and participate in this.”