MOVERS / SHAKERS
The Benefits of Paid Sick Leave for the Latino Community
R
epresentative Carolyn Maloney,
Chair of the Joint Economic Com-
mittee (JEC), and Senator Charles E.
Schumer, Vice Chair of the JEC, re- leased a report estimating the impact of the Healthy Families Act (S. 1152, in- troduced by Senator Chris Dodd, and H.R. 2460, introduced by Representa- tive Rosa DeLauro), on access to paid sick leave. The report, “Expanding Ac-
cess to Paid Sick Leave: The Impact of the Healthy Families Act on America’s
Workers,” was requested by the Senate Subcommittee on Children and Fami- lies and analyzes the demographics of workers who currently have access to paid sick leave and workers who would gain access to paid sick leave under the
Healthy Families Act. The report shows
the impact that the Healthy Families Act
would have on the Latino workforce. Using data from the Bureau of La- bor Statistics, the JEC concluded that:
n As a result of the Healthy Families
Act, at least 30.3 million additional workers would have access to paid sick leave. n Nearly half (49 percent) of all Latino employees in businesses with more than 15 employees have no ac- cess to paid sick leave. The Healthy Families Act would substantially expand access to paid sick leave for minority workers. n Under the Act, paid sick leave for Latino workers in covered firms would expand by 78 percent, covering an additional 5.6 million Latino work- ers and resulting in a total of at least
Lopez Negrete Claims Repeat Victory in 2010 Ogilvy Awards Ceremony
L
opez Negrete Communications, Inc., one of the nation’s leading and larg-
est independent Hispanic owned and operated agencies, has again won the Gold in the “Multicultural” category at the American Research Federation (ARF) 2010 David Ogilvy Awards cere- mony for its Hispanic Heritage Month campaign launched for the agency’s largest client, Walmart Stores. This is only the second year that the award category Multicultural has been offered by the ARF. Lopez Negrete won the Gold last year for Bank of America. “This is an important award be-
cause it demonstrates our core ability to execute extraordinary, breakthrough creative that’s grounded in the solid fundamentals of research, actionable consumer insights and the powerful communication of key product truths,” said Alex Lopez Negrete, president, CEO and CCO. “One of the wonderful things about this particular campaign
74 HISPANIC NETWORK MAGAZINE
is that it’s a fully integrated body of work that contains mass media, digi- tal/interactive, and community rela- tions elements, yet another example of how effective Hispanic marketing is in touching the consumer in a channel ag- nostic, seamless manner.” The winning campaign revolves
around leveraging Hispanic Heritage Month in order to acknowledge the importance of Hispanics to Walmart as customers, associates and as vital components in the future of the U. S., as well as to increase awareness of Walmart’s long-term commitment to the Hispanic community. The body of research led to the positioning state- ment, “the greatest heritage is a good education,” which inspired a 360 de- gree involvement from the agency and positioned Walmart as a retail resource to the Hispanic consumer far beyond a retail entity that helps Mom save mon- ey so she and her family can live bet-
Celebrating 18 Years of Diversity
12.8 million Latino workers with paid sick leave coverage
Chair Maloney said, “It is wrong
that millions of workers have to choose between their paycheck and their health, and that a large part of the workforce lacking this benefit are from minority communities. It is our respon- sibility to provide as much of our labor force as possible with the foundation they need to take care of their wellbe- ing, keep their places of employment healthy, and have successful careers. The Healthy Families Act would give 30 million workers, including more than 5.6 million additional Latino workers, the peace of mind that they will still be able to keep their job if they get sick.”
Source: U.S. Congress
ter lives. The campaign demonstrates that Walmart ultimately is a commit- ted partner in the success of her family through education. “The Ogilvy celebrates break-
through moments when creative inspi- ration and research insights combine to produce a spectacular marketing cam- paign. That’s exactly what we’re being recognized for in the campaign, the un- earthing of the unified Hispanic claim that ‘the greatest heritage is a good education’ and the continuous com- mitment from Walmart to our Hispanic community,” said Eugenia Archetti, re- search director at Lopez Negrete. The Lopez Negrete team that real-
ized the campaign includes Alex Lopez Negrete, Frank Sendra, Adalis Arroyo, Fernando Morales, Miguel Serrano, Ei- rasmin Lopkez-Cobo, Eugenia Archet- ti, Javier Gonzalez-Herba, and Lalo Wakefield.
Source: PRNewswire
www.hnmagazine.com
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