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Too Small to Fail Partners with Latino Media Company MiTú to Encourage Language-Rich Parenting Among Hispanics


Top Hispanic YouTube Content Producers Release Videos Highlighting Tips for Parents and Modeling Increased Engagement With Children

LOS ANGELES, October 1, 2014 — In conjunction with Hispanic Heritage Month, MiTú, the next-generation media company exclusively dedicated to Latino content, and Too Small to Fail, a joint initiative of Next Generation and the Bill, Hillary and Chelsea Clinton Foundation, announced today a new partnership to encourage language-rich parenting in Hispanic homes. The collaboration aims to combat a serious challenge in early learning—specifically, narrowing the “word gap.” Content will be produced by some of MiTu’s hottest Latino talent, all of whom consistently attract sizeable audiences and engage on various social media networks.   Talent will encourage parents and caregivers to take simple actions during their children’s first five years of life -- like talking, reading and singing -- to foster language and early brain development.

Research shows that the more words children hear directed at them by parents and caregivers, the more they learn.  Yet, by age four, children from low-income households hear up to 30 million fewer words than their higher-income peers, and, as a result, have less than half the vocabulary of children who have heard more words. These dramatic gaps result in significant learning disadvantages that persist into adulthood.

Recent research suggests it is especially important to reach Hispanic audiences with these messages.  According to Child Trends’ analysis of the 2013 National Survey of Children’s Health, Hispanic children under age 2 are less likely to have a family member read, sing or tell them stories, compared to their White and African-American peers.  

Additionally, in a series of focus groups conducted by Too Small to Fail last year, Spanish-only or Spanish-dominant Hispanic families reported serious misconceptions about whether speaking Spanish at home could hurt kindergarten readiness. In fact, research tells us that children who speak two languages perform better in school and have more advanced executive function skills. The new videos highlight how talking, reading and singing to children every day in any language—but especially in the parents’ dominant language—lays the groundwork for future academic success.

The partnership debuted today on YouTube with a series of short, unscripted videos produced by three of MiTú’s most popular content creators and influencers.  The videos, branded under Too Small to Fail’s existing “Pequeños y Valiosos” (Young and Valuable) campaign, encourage viewers to use every day moments to engage in language-rich parenting activities with their young children.

The newly launched YouTube videos can be found here:

Hablobajito (105K subscribers)

https://www.youtube.com/watch?v=jsPANTBWl14&feature=youtu.be

La Cooquette (925 subscribers)

https://www.youtube.com/watch?v=ZU1RzSHrXwI

Alex Tienda (28K subscribers)

https://www.youtube.com/watch?v=l24famcqZUs&feature=youtu.be&a

Raiza Revelles (359K YouTube subscribers)

http://youtu.be/6ZPA6lCQcuo?list=UUC67ShYnBIYntR3-61aP0xw

https://www.youtube.com/watch?v=_8unwQfAPTo&feature=youtu.be&a

Cris Ordaz (178K YouTube subscribers)

http://youtu.be/DuuHxA1kEkQ?list=UUkkMB5rQLbOzGuXkLX7e3BA

https://www.youtube.com/watch?v=JmZ_Ntsg3_0

Paola Celis (88K YouTube subscribers)

https://www.youtube.com/watch?v=RrKfEUrcYWk 

https://www.youtube.com/watch?v=O5azMh5eMxo

Linda Beltran (51K YouTube subscribers)

http://www.youtube.com/watch?v=CcSxB86X4fg&feature=youtu.be

Linda Ruiz (35K YouTube subscribers)

https://www.youtube.com/watch?v=WDX1o5PPcGI

https://www.youtube.com/watch?v=CFOs2ft54V0&list=UUkOw79kUtKOZIYSbUIP7qbw

Over the coming three months, an additional 10 videos will be produced and distributed on MiTú's popular owned and operated Latino lifestyle channel on YouTube, MiTú Life, by additional content creators. All videos direct viewers to www.PequenosYValiosos.org, which provides additional tips and resources from Too Small to Fail and its other content partners, including Univision, Sesame Workshop, and the American Academy of Pediatrics, among others.

"As Latin leaders in digital media, MiTú has a commitment to improve the life of our community via our culturally relevant content,” said Beatriz Acevedo, President and Co-Founder of MiTú. “This is why we are so pleased to team up with Too Small to Fail and provide our audience with useful video tips that will help their family create a strong language foundation for our children, preparing them for success in school and beyond.”

“With more than six billion views across its network and more than 39 million bilingual subscribers, MiTú has established itself as the go-to source for Latino content on YouTube. We’re so pleased to be working with the team at MiTú, and their outstanding content creators, to reinforce the importance of language-rich parenting in a format that’s authentic and accessible,” said Ann O’Leary, Vice President and Director of Too Small to Fail at Next Generation.

Patti Miller, Director of Too Small to Fail at the Clinton Foundation, added: “Hispanics represent the fastest growing population in the United States, and the decisions parents and caregivers make today will influence their children’s futures and the future of our country for years to come. With our friends at MiTú, we’re excited to reach Hispanic families with simple tools and tips to help them prepare young children for success in school and beyond.” 

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About MiTú

MiTú is a next-generation Hispanic media company. Its digital network of Latino content creators is dedicated to presenting high-quality programming for today’s connected global Latino audiences in English, Spanish and Portuguese. The network features everyday people and experts in their fields producing content around their particular passion points distributed worldwide through a variety of social and digital distribution platforms enabling an ultra-targeted environment for advertisers and brand integrations. MiTu is headquartered in Culver City, CA, and has operations in Miami, Mexico & Bogota. For more information, please visit www.MiTúinc.com.

About Too Small to Fail

Too Small to Fail, a joint initiative of the Bill, Hillary and Chelsea Clinton Foundation and Next Generation, aims to help parents, communities and businesses take meaningful actions to improve the health and well-being of children ages zero to five, so that more of America’s children are prepared to succeed in the 21st century.  

In 2014, Too Small to Fail will focus its work on closing the “word gap.” Studies have found that by age four, children in middle and upper class families hear 30 million more words than children than their lower income peers. This disparity in hearing words from parents and caregivers translates directly into a disparity in learning words. And that puts our children born with the fewest advantages even further behind. Among those born in 2001, only 48 percent of poor children started school ready to learn, compared to 75 percent of children from middle-income families.

The “word gap” is a significant but solvable challenge. Too Small to Fail is about parents, caregivers, other concerned individuals, and the private sector coming together to take small, research-based actions with big impacts.

Learn more at www.toosmall.org and on Twitter @2SmalltoFail.

About The Bill, Hillary & Chelsea Clinton Foundation

The Bill, Hillary & Chelsea Clinton Foundation convenes businesses, governments, NGOs, and individuals to improve global health and wellness, increase opportunity for women and girls, reduce childhood obesity, create economic opportunity and growth, and help communities address the effects of climate change.  Because of our work, 20,000 American schools are providing kids with healthy food choices in an effort to eradicate childhood obesity; 21,000 farmers in Malawi have improved their incomes by more than 500 percent; 248 million tons of greenhouse gas emissions are being reduced in cities worldwide; more than 5,000 people have been trained in marketable job skills in Colombia; more than 6.8 million people have benefited from lifesaving HIV/AIDS medications; $100 million in strategic investments have been made, impacting the health of 50 million people in the U.S.; and members of the Clinton Global Initiative have made nearly 2,800 Commitments to Action to improve more than 430 million lives around the world. 

Learn more at www.clintonfoundation.org, and on Twitter @ClintonFdn.

About Next Generation

Next Generation promotes solutions to two of the biggest challenges confronting the next generation of Americans:  The risk of dangerous climate change, and the threat of diminished prospects for children and families. Through the use of non-partisan research, policy development, and strategic communications, we identify strategies that help deploy clean, advanced energy technologies; we also work to ensure a level playing field from which today’s kids can build a brighter future.  

Learn more at www.thenextgeneration.org,www.facebook.com/thenextgeneration.org and on Twitter @nextgen_USA.