Dieste Joins Forces with the Taco Bell Foundation for Teens’ Mission to Curb High School Drop Out Rates
On April 23, 2009, participating Taco Bell restaurants around the nation will be serving up the chance to support teen education and Dieste is helping the company generate awareness for the effort. Taco Bell restaurants will donate 15% of their gross sales to help support the Foundation’s mission. National statistics show that every 26 seconds someone drops out of high school. Dieste has created the first-ever campaign for the Foundation that includes TV, radio and Internet.
Irvine, CA, April 24, 2009 --(PR.com)-- On April 23, 2009, participating Taco Bell restaurants around the nation will be serving up the chance to support teen education and Dieste is helping the company generate awareness for the effort.
Participating Taco Bell restaurants around the country will donate 15% of their gross sales to help support the Foundation’s mission to stem high school dropout rates. The national problem affects more than one million teens annually: national statistics show that every 26 seconds someone drops out of high school.
To help Taco Bell promote the effort, Dieste has created the first-ever campaign for the Foundation. In one spot, a beautiful, promising, young singer lets the audience in on her prospects as a star. Scheduled to air on major networks including ABC, CBS and NBC, in addition to MTV and Hispanic media, the campaign is aimed at capturing the attention of Taco Bell fans to give back.
Last year, Dieste started a process to help the Taco Bell Foundation For Teens get ready for the spotlight with the development of a new logo, identity and concepts. The agency has been the sole partner in helping support the entity’s branding.
“Our charitable arm has a very important mission that impacts the lives of many teens in our nation. Dieste has been a critical partner in helping us communicate what the Foundation is all about, and helping it resonate with the highly multicultural teen demographic and their parents,” said Bob Fulmer, executive director of the Taco Bell Foundation for Teens.
In developing the campaign, Dieste considered insights and research that connected with the target audience and move them to participate. The campaign will break with national TV spots, radio, interactive and in-store materials.
Dieste also created a Facebook application –“The World’s Largest Yearbook”-- that is challenging social media users to join. The goal is to build a Facebook Yearbook with one million “friends”, representing the current number of teens who drop out of high school each year.
“The challenge of helping communicate the great work of the Foundation was very exciting because the work and the mission are exceptional. Helping consumers know the work done for teens is very rewarding, “said Aldo Quevedo, president of Dieste.
Taco Bell raises funds through coin canisters located in Taco Bell restaurants across the country, donations from franchise owners and employee and volunteer support. To date, the Foundation has raised more than $23 million to support teen education.
The national fundraising day at Taco Bell restaurants will be celebrated on April 23. The Taco Bell Foundation for Teens, the charitable arm of Taco Bell, was created in 1992 and is dedicated to inspiring teens to graduate from high school. Despite its 17-year history, the Foundation has had limited awareness-building efforts, leaving the majority of Taco Bell consumers—many in the teen age bracket-- unfamiliar with the non-profit. But Dieste is about to help change that.
About Dieste, Inc.
Dieste, an Omnicom agency, is the industry leading Hispanic marketing communications agency. Dieste was named 2008 Multicultural Agency of the Year by the publishers of industry trade publication Advertising Age – the third time in the agency’s 14-year history. With its proprietary approach to consumer interception, Dieste delivers discipline-agnostic solutions to world class brands including best practices in direct marketing, interactive communications, mass and social media, outdoor and live marketing. Dieste is comprised of a full-solution agency in Dallas, with service offices located in New York and Southern California. The agency has the largest direct marketing organization among U.S. Hispanic
About the Taco Bell Foundation For Teens
The Taco Bell Foundation, Inc., dba Taco Bell Foundation for Teens (TBFT), a non-profit 501(c)(3) public benefit corporation, is committed to addressing the growing number of high school dropouts in the U.S. by providing at-risk youth with mentors and real-world experiences that will motivate them to stay in school and achieve more in life. Since 1995, TBFT has donated more than $23 million to support teen programs at Boys & Girls Clubs of America with the help of on-going customer, franchisee and employee donations.
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Participating Taco Bell restaurants around the country will donate 15% of their gross sales to help support the Foundation’s mission to stem high school dropout rates. The national problem affects more than one million teens annually: national statistics show that every 26 seconds someone drops out of high school.
To help Taco Bell promote the effort, Dieste has created the first-ever campaign for the Foundation. In one spot, a beautiful, promising, young singer lets the audience in on her prospects as a star. Scheduled to air on major networks including ABC, CBS and NBC, in addition to MTV and Hispanic media, the campaign is aimed at capturing the attention of Taco Bell fans to give back.
Last year, Dieste started a process to help the Taco Bell Foundation For Teens get ready for the spotlight with the development of a new logo, identity and concepts. The agency has been the sole partner in helping support the entity’s branding.
“Our charitable arm has a very important mission that impacts the lives of many teens in our nation. Dieste has been a critical partner in helping us communicate what the Foundation is all about, and helping it resonate with the highly multicultural teen demographic and their parents,” said Bob Fulmer, executive director of the Taco Bell Foundation for Teens.
In developing the campaign, Dieste considered insights and research that connected with the target audience and move them to participate. The campaign will break with national TV spots, radio, interactive and in-store materials.
Dieste also created a Facebook application –“The World’s Largest Yearbook”-- that is challenging social media users to join. The goal is to build a Facebook Yearbook with one million “friends”, representing the current number of teens who drop out of high school each year.
“The challenge of helping communicate the great work of the Foundation was very exciting because the work and the mission are exceptional. Helping consumers know the work done for teens is very rewarding, “said Aldo Quevedo, president of Dieste.
Taco Bell raises funds through coin canisters located in Taco Bell restaurants across the country, donations from franchise owners and employee and volunteer support. To date, the Foundation has raised more than $23 million to support teen education.
The national fundraising day at Taco Bell restaurants will be celebrated on April 23. The Taco Bell Foundation for Teens, the charitable arm of Taco Bell, was created in 1992 and is dedicated to inspiring teens to graduate from high school. Despite its 17-year history, the Foundation has had limited awareness-building efforts, leaving the majority of Taco Bell consumers—many in the teen age bracket-- unfamiliar with the non-profit. But Dieste is about to help change that.
About Dieste, Inc.
Dieste, an Omnicom agency, is the industry leading Hispanic marketing communications agency. Dieste was named 2008 Multicultural Agency of the Year by the publishers of industry trade publication Advertising Age – the third time in the agency’s 14-year history. With its proprietary approach to consumer interception, Dieste delivers discipline-agnostic solutions to world class brands including best practices in direct marketing, interactive communications, mass and social media, outdoor and live marketing. Dieste is comprised of a full-solution agency in Dallas, with service offices located in New York and Southern California. The agency has the largest direct marketing organization among U.S. Hispanic
About the Taco Bell Foundation For Teens
The Taco Bell Foundation, Inc., dba Taco Bell Foundation for Teens (TBFT), a non-profit 501(c)(3) public benefit corporation, is committed to addressing the growing number of high school dropouts in the U.S. by providing at-risk youth with mentors and real-world experiences that will motivate them to stay in school and achieve more in life. Since 1995, TBFT has donated more than $23 million to support teen programs at Boys & Girls Clubs of America with the help of on-going customer, franchisee and employee donations.
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Contact
Dieste Inc
Carla Eboli
214 2598039
www.dieste.com
Carla Eboli
214 2598039
www.dieste.com
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