Nuestro Barrio Senior Fraud Campaign
Fraud financially devastates many individuals and families. It is also the number one crime against senior citizens. As part of the campaign, new television PSA’s and bi-lingual brochures and posters were released nationwide.
Reinvestment Partners worked with regional nonprofits to conduct local outreach to the Latino community with special emphasis on the elderly. Each nonprofit was the local coordinator for a turnkey public interest marketing campaign that is multifaceted in utilizing the brochures, videos, public service announcements, press releases and broadcast television. These outreach materials provide the tools for an effective cross marketing campaign to reach our primary as well as secondary audiences. We provided technical assistance to each group to maximize the outreach benefits. In addition, each nonprofit received 900 DVDs that were distributed to other nonprofits and to consumers along with the brochures.
Our national outreach effort provided needed financial and consumer protection information to a primary audience of Spanish speakers with an emphasis on reaching the elderly with information on preventing consumer fraud. The project utilized television to broadcast into millions of homes in ten regional markets. Local nonprofits complimented media efforts through community outreach utilizing DVDs and brochures. The anchor to the outreach campaign is Nuestro Barrio, a 13 part telenovela that covers many of the public interest education issues identified in this initiative. The program has been distributed on a variety of networks including WB, V-ME, Univision, Telemundo, and LATTV in more than 25 cities and into more than 25 million households. It has been evaluated by UNC Chapel Hill and found to be an effective financial literacy tool for changing financial behaviors and attitudes. It has received the 2007 North Carolina and 2009 National REALTORS HOPE Award, and has generated more than 250 independent media articles.