The California State University system has been working to diversify, as enrollment has dropped among many minority groups across CSU campuses. They have been working to educate and recruit more African American students to CSU campuses via the CSU Super Sunday program, and now look to work on increasing Latino enrollment with the “Es El Momento” campaign. The Moment is Now campaign is a three year plan to increase exposure to college among Latinos in the U.S., so that more students complete high school and move onto a California college. This campaign makes sense in California where Latinos are by far the fastest growing minority, so it is critical that they stay educated so that they can help contribute to the work force. California needs more educated workers, so that they can help stimulate the economy which is extremely important as CSU and UC schools face budget deficits. Studies suggest that college is not strongly encouraged in many Latino households in California, and this campaign seeks to reverse that by having a better connection with parents. If Latino parents do not get behind this campaign, then it will be hard for it to make a significant impact in Latino enrollment rates.

This campaign is expected to have a ripple effect throughout the community, as Latino families are very close and will tout the benefits of college the more that they experience it. Major Latino television company, Univison, is also helping out with the “Es El Momento” campaign, to help expand the reach and drive the message to more homes. As more Latinos become educated, they will promote those values to their children, so that it becomes more commonplace among Latino households.

Tags: California Colleges, CSU, Latinos

This entry was posted on Tuesday, March 9th, 2010 at 7:44 am and is filed under California Colleges, California State Universities. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.