The “I Can Afford College” campaign helps spread the word about opportunities for California community college students to apply for financial aid to help pay for books, supplies and sometimes even rent. In 2017, thanks to funds allocated by the state Legislature, the campaign began producing “telenovela” style audio and video spots to reach out directly to Spanish-speaking households.
This year, we created the second series in episodes 4, 5 and 6 of “El Gran Sueno de Maria Esperanza,” the “I Can Afford College” Spanish-language ad campaign. Do you love nail-biting serial dramas? Do you love cliff-hanging plot lines? If so, you’ll love watching Maria Esperanza and her family on their exciting journey towards studying at a California community college.
Each episode, in typical telenovela drama, highlights Maria’s dreams, aspirations and the challenges she must overcome. Along with inspirational music and dramatic lighting, of course! Each video appears both on the “I Can Afford College” website and also on a dedicated YouTube channel, which links to the Spanish language version of the website, where visitors can discover new information and continue the connection.
Episodes 4, 5 and 6 of “El gran sueño de María Esperanza” are now available online. Tune-in to follow the story of María Esperanza and Carlos Alberto: two prospective college students who dream of pursuing higher education. Follow their journey of grappling with financial aid availability, deadlines, as well as convincing their parents and grandparents that going to college is a good idea.
By creating a specialized and targeted campaign that addresses the unique concerns of a Latino family, these videos break down cultural barriers and remind both students and their families of the availability of a financial aid to help achieve a college education.
To date, the California Community College Telenovelas have accumulated more than 459,000 views on YouTube, with traffic to the icanaffordcollege.com site up 271 percent compared to last year.
For more information, visit the “I Can Afford College” website.
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