I Can Afford College - Telenovelas
The I Can Afford College program for the California Community Colleges provides students with financial aid for books, supplies and sometimes even rent. However, for many young Latino students part of the struggle of college is communicating to their families the importance of higher education and dispelling the many myths and fears around college.
To clear up these misconceptions, we created a campaign that is culturally sensitive and speaks in a manner with which our audience is both familiar and comfortable. Thus, was born the fictional telenovela series of Maria Esperanza and her dreams of college and success. Each episode, in typical telenovela drama, highlights Maria’s dreams and aspirations and the challenges she must overcome. Along with inspirational music and glamorous lighting, of course.
To date, the California Community College Telenovelas have accumulated over 459,000 views on YouTube with traffic to the icanaffordcollege.com site up 271% compared to last year, with more than 18,000 viewers clicking through to the Spanish version of the site in the first month alone.