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New Initiative to Improve Latino Mental Health in Chicago

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The ChicagoSchool of Professional Psychology Receives Grant from The Chicago Community Trust to Build Latino Mental Health Providers Network

Latinos, who comprise 25 percent of Chicago’s population, are a high-risk group for depression, anxiety, and substance abuse, according to the National Alliance for Hispanic Mental Health (NAHMH), a reality made worse by a severe shortage of existing mental health care providers who are culturally competent. To help reverse this trend is the Latino Mental Health Providers Network, a new initiative made possible by a grant from The Chicago Community Trust to The Chicago School of Professional Psychology’s Center for Latino Mental Health.

The project comes at a critical time. The Centers for Disease Control and Prevention (CDC) reports a high rate of suicide attempts among Latino adolescents. Meanwhile, the Surgeon General reports that fewer than 1 in 11 Latinos with mental disorders contact mental health care specialists — a statistic that becomes 1 in 20 among Latino immigrants with mental disorders. To meet this challenge, experts estimate that there are approximately only 29 Latino mental health providers per 100,000 Latinos.

Building a pipeline for more culturally competent practitioners will be a central focus of the network. It will address a finding cited in a National Council of La Raza report that even when Latinos do access services, 70 percent never return after the first visit — a tendency attributed to the lack of competency training targeted to the cultural and linguistic needs of this population.

“Studies have shown that therapists who participate in cultural sensitivity training provide more effective treatment to ethnic minority populations,” said Dr. Hector Torres, Chicago School assistant professor and Center for Latino Mental Health coordinator. “The better the experience the Latino population has with mental health services, the more likely people in need will continue to benefit. Special thanks should go to The Chicago Community Trust for its support of this critical endeavor.”

The vision for the network is to become a growing and collaborative organization, strategically focused to build cultural competence through workshops and mentorship opportunities among its members, other healthcare professionals, and community agencies. It also will address the immediate need for culturally competent care by placing Chicago School clinical counseling interns and at least 75 student volunteers in agencies that serve the Latino community. Together they will deliver more than 8,000 service hours working with clients and staff. Finally, the network will engage in public awareness, research, and outreach to coordinate and strengthen efforts of grassroots agencies with limited staff and capacity to address critical needs.

The network is the latest project to be implemented by The Chicago School’s Center for Latino Mental Health. Founded in 2008, the center works to bolster understanding of and access to culturally competent mental health services to Latino communities through scholarly research, community service, and education. For more information about the center, visit www.thechicagoschool.edu/CLMH.

About The Chicago Community Trust:

For 94 years, The Chicago Community Trust, our region’s community foundation, has connected the generosity of donors with community needs by making grants to organizations working to improve metropolitan Chicago. In 2008, the Trust, together with its donors, granted more than $100 million to nonprofit organizations. From strengthening community schools to assisting local art programs, from building health centers to helping lives affected by violence, the Trust continues to enhance our region. To learn more, please visit the Trust online at www.cct.org.

About The Chicago School of Professional Psychology:

Founded in 1979, The Chicago School of Professional Psychology is the nation’s leading nonprofit graduate university exclusively dedicated to the applications of psychology and related behavioral sciences. TCS is an active member of the National Council of Schools and Programs of Professional Psychology, which has recognized The Chicago School for its distinguished service and outstanding contributions to cultural diversity and advocacy. The Chicago School’s community service initiatives resulted in recognition on the President’s Higher Education Community Service Honor Roll for exemplary service to disadvantaged youth. For more information about The Chicago School, visit www.thechicagoschool.edu. Follow us on Twitter at www.twitter.com/GradPsychology. Follow us on Facebook: www.facebook.com/thechicagoschool.
Source: The Chicago School of Professional Psychology

New Financial Services Hispanic Marketing Campaign

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Fifth Third Bank (Nasdaq: FITB), a diversified financial services company headquartered in Cincinnati, OH, announced this week the launch of its new financial services Hispanic marketing campaign tailored for the growing Hispanic population. The campaign entitled “Las cosas que hacemos por los suenos,” or “The Things We Do for Dreams,” seeks to expand the Bank’s positioning as a trusted financial partner for Hispanics. The creative executions show variations of the “American Dream” such as owning a home or taking a family vacation, along with the Bank’s tips regarding how to make those dreams a reality through proper financial planning.

The campaign began running in April and will appear throughout the year in markets that are part of the Bank’s footprint: Chicago, Orlando, Tampa, Ft. Myers, Naples, Grand Rapids, and Indianapolis. The ads will run in radio, print, Out of Home and online in Spanish language media. Part of the campaign will also be a series of financial workshops and television vignettes providing tips on how to best handle one’s finances during the current economic climate and beyond. A comprehensive public relations push will support all initiatives.

Why a New Financial Services Hispanic Marketing Campaign

“The Hispanic market is a key growth segment for Fifth Third Bank. The goal with this campaign is to inform Hispanic customers about the best ways to keep their finances healthy and growing so they can make their dreams a reality,” said Larry S. Magnesen, Senior Vice President and Chief Marketing Officer.

“Fifth Third Bank just celebrated its 150th anniversary, a testament to the Bank’s strength and heritage. Our campaign seeks to couple that message of trust with a personal connection around Latino insights. At the end, the goal is simple: to get them to see Fifth Third as a partner they can trust,” commented Catherine Nunez Account Director at the vox collective, the full service advertising agency Fifth Third Bank is partnering with for many of its multicultural initiatives.

The campaign pieces can be viewed at: www.thevoxcollective.com/fifththirdbank

Fifth Third Bancorp is a diversified financial services company headquartered in Cincinnati, Ohio. The Company has $119 billion in assets, operates 16 affiliates with 1,318 full-service Banking Centers, including 99 Bank Mart(R) locations open seven days a week inside select grocery stores and 2,354 ATMs in Ohio, Kentucky, Indiana, Michigan, Illinois, Florida, Tennessee, West Virginia, Pennsylvania, Missouri, Georgia and North Carolina. Fifth Third operates four main businesses: Commercial Banking, Branch Banking, Consumer Lending, and Investment Advisors. Fifth Third also has a 49% interest in Fifth Third Processing Solutions, LLC. Fifth Third is among the largest money managers in the Midwest and, as of March 31, 2009, had $166 billion in assets under care, of which it managed $23 billion for individuals, corporations and not-for-profit organizations. Investor information and press releases can be viewed at www.53.com. Fifth Third’s common stock is traded on the NASDAQ(R) National Global Select Market under the symbol “FITB.” Fifth Third Bank, Member FDIC.
Source: Fifth Third Bancorp

First-Ever Hispanic Marketing Effort by Ryan’s Grill Buffet and Bakery

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Ryan’s(R) Grill Buffet and Bakery, a 225-store unit of Buffets, Inc., the nation’s largest steak-buffet restaurant company, today announced the launch of the brand’s first system-wide marketing effort. The integrated campaign was created by their marketing agency of record and features original music and a proprietary jingle.

The integrated Hispanic marketing effort is part of Ryan’s system-wide branding effort to help re-define and distinguish the casual dining chain’s unique brand personality and restaurant experience. Television (:30 and :15) and radio (:30) spots will run beginning in July. Ads feature “Whadja Get?,” an original song that defines the Ryan’s buffet experience. The Hispanic marketing effort will also include digital, direct, in-store, and a proprietary scratch card game. The campaign will also include Hispanic versions of key elements. Ryan’s will also launch an employee marketing effort that features ring tones, screensavers, videos, and musical greeting cards.

“This campaign gives a distinct brand voice to the Ryan’s restaurant experience,” said Mike Andrews, chief executive officer of Buffets, Inc. “It celebrates both the emotional and functional benefits of Ryan’s unique platform in a way that will resonate with our customers. The spirit of Ryan’s personality is expressed in every vertical element of this campaign.”

The Hispanic Marketing Effort

“We set out to create a brand strategy and an integrated marketing program that differentiates Ryan’s and conveys their commitment to providing high quality, freshly made meals for the entire family,” said the agency’s managing partner. “This campaign will engage consumers at multiple touch points and make them want to be a part of the terrific Ryan’s experience.”
Source: Red Orbit

The Hispanic got milk? Campaign

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The Hispanic got milk? Drink Well. Live Well. Tour Promotes the Milk Looks Good on You Sweepstakes During its Stop in Chicago

The Hispanic got milk? Campaign - la leche te queda bien

The Hispanic got milk? Campaign – la leche te queda bien

The Hispanic got milk? Milk Mustache Mobile Tour visited Chicago as part of its 75 city tour, including the top 10 Hispanic cities, to reintroduce Hispanics to this nutrient powerhouse and its array of benefits. The tour recently cruised through Chicago hosting free events to encourage local residents to not only live well, but to drink well with nature’s wellness drink: milk.

Learning with Milk... Blanca Jara learns the importance of incorporating milk into her daily diet at the got milk? Drink Well. Live Well. tour event in the Thompson Center. This initiative reinforces that milk, at about 25 cents a glass, provides you with 9 essential nutrients like calcium and Vitamin D -- plus it is one of the most economical sources of protein.

Learning with Milk… Blanca Jara learns the importance of incorporating milk into her daily diet at the got milk? Drink Well. Live Well. tour event in the Thompson Center. This initiative reinforces that milk, at about 25 cents a glass, provides you with 9 essential nutrients like calcium and Vitamin D — plus it is one of the most economical sources of protein.

At the events, Hispanic mothers were given the opportunity to enter the Milk Looks Good on You sweepstakes and win an original dress by Carolina Herrera, a free paid vacation for two to New York City for 3 nights and $500 for expenses.

Check us out at http://www.eligeleche.com to learn more about the Drink Well. Live Well. campaign and the Milk Looks Good on You sweepstakes.

 

The Hispanic got milk? Campaign - New faces of Wellness... The Ugarte sisters rock milk mustaches after tasting delicious milk from local processors. Older sister, Katherine, sets the example for her younger sister, Stephanie, to drink 3 glasses of low fat or fat free milk a day, as it helps build strong bones and achieve overall wellness.

The Hispanic got milk? Campaign – New faces of Wellness… The Ugarte sisters rock milk mustaches after tasting delicious milk from local processors. Older sister, Katherine, sets the example for her younger sister, Stephanie, to drink 3 glasses of low fat or fat free milk a day, as it helps build strong bones and achieve overall wellness.

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation’s milk processors, who are committed to increasing fluid milk consumption. The MilkPEP Board runs the national Milk Mustache “got milk?” Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk. For more information, go to http://www.whymilk.com. The tagline “got milk?”(R) was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed by the national milk processor and dairy producer groups.
Source: HispanicPR Wire

School taking steps to fight swine flu

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Associated Press

10:40 AM CDT, April 27, 2009

CHICAGO – Concern about a deadly strain of swine flu has prompted one Chicago school in a largely Hispanic neighborhood to forbid students from shaking hands.

Orozco Community Academy Principal Coralia Barraza also says when parents call to say their children are home sick, school officials are being told to ask more questions about the illness than they typically do.

Barraza says the school in Chicago’s Pilsen neighborhood is being particularly vigilant because it has a lot of Hispanic children and routinely enrolls students who’ve just arrived from Mexico — including one just last week.
She also says students travel with their families to and from Mexico.