Do you still need more reasons to use Spanish? See other surprising statistics below and find out why you should address your online communications in the “language of Cervantes”.

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In Washington D.C. Hispanics already represent 9,1% of the total population, according to data provided by Census Bureau. This is a very significant number, since it has increased 21.8% in the last ten years, surpassing by 18% the rate of growth in non-Hispanic population.

Latino buying power increased by 270% in the area.

Far from unnoticed, this growth is bringing thousands of jobs and billions of dollars into the city economy. In fact, the purchasing power of Latinos was 18 billion dollars in 2009 and represented an increase of 270.2% since 1990, according to the American Immigration Council.

Moreover, 2,169 Latino-owned businesses had sales and receipts of $548.2 million and employed 3,936 people in 2002, the last year for which data is available.

Salvadorian and Mexicans from 25 to 34 years old
At this point, the reader will ask: Who are the Latinos in Washington D.C? We have analyzed their profile and arrived to the following conclusions:

• Origin. With 16,611 residents, Salvadorians are the main Latino group in the area. They are followed by Mexicans, with 14,282 residents.
• Age. Most of them are adults between 25 and 34 years, with an average age of 30.1 years old.
• Sex. Male Latino population is slightly higher than female. In fact, 51.6% of Latinos in Washington D.C. are men.
• Household. Latino families are made up of 3.5 members as average.

J.R. Arinaga saw an opportunity when he realized that Monday Night Football had not yet produced a latino-themed commercial, catering to the growing number of Hispanic fans in the US and Mexico. He scheduled the release to coincide with Hispanic Heritage month and the lone Monday Night Jets game of the season.

The spot makes light of the playful relationships that exist in Hispanic families, our love of music and dancing, and football’s magical ability to bring everyone together in celebration.

• Writer and Director: J.R. Arinaga
• Producers: Jason Berman, Emile Hanton, Jamie R. Hanton
• Cinematography: Gavin Kelly
• Assistant Director: Brinton Bryan
• Editor: Mike Espinosa
• Production Design: Tom Lisowski, Alex Delgado
• Composer: Chris Westlake
• Graphics: Alex Kalsey
• Sound Mix: Zack Howard
• Date of First Appearance: October 17 2011

A special thanks to Tania Gonzalez, from Los Angeles, CA for contributing to Atraza with this article. Follow her in Twitter at @taniacgonzalez

We summarize below the main announcements of the “big” social network, which already has 800 million users worldwide:

- Profile: The user profile changes and it will be called “Timeline”. This page is no longer viewed as a list of new updates, but a patchwork of user’s past and present life displayed in a visual and chronological way. The new “Timeline” is made up with small modules that will include a selection of photographs, a map with places visited, events that the user attended, and so on. The “Timeline” highlights the profile image, which dominates the top frame of the page.

- “Real-time Serendipity”: Facebook will bring online music that users will discover, listen, and instantly share with friends. Launch partners include Spotify, Rhapsody, MOG, Rdio, Soundcloud, Earbits, Vevo, Slacker Radio and Songza. In addition, Facebook partnered with Netflix and Hulu to allow users to watch movies and TV shows online.

- Applications: Developers can build applications that will not ask permission to post content on the wall every time they are used, but will explain what stories are published the first time the user gives them permission to post. Applications are classified into 4 main groups: Communication, Games, Media and Lifestyle.

Description
Despite living in different countries, there is always a chance for members of a family to meet up and enjoy a good meal together, especially if it is a delicious homemade dish of pasta.

Narrator: “We have three sons; all of them are abroad. We felt like getting together to have lunch… and we had the idea of finding a meeting point that is at the same distance for each of us: Morocco”.

• Client: Matarazzo
• Product: Matarazzo Pastal
• Advertising Agency: BBDO Argentina, Argentina
• Creative Director: Ramiro Rodriguez Cohen / Rodrigo Grau
• General Production: Adrian D’Amario
• Direction: Lemon
• Agency Producer: Jimena Oliva
• Audiovisual Director: Verónica Zeta
• Production Company: Úrsula
• Date of First Appearance: September 12 2011

The President’s proposal, titled the American Jobs Act, aims at creating jobs for the most affected sectors by the crises, such as education and construction. The new law would also include employment support for those who have been unemployed for over 6 months as well as veterans.

The plan also would include a new tax system for small businesses, considered by Obama as “the engine of the economy”. According to the President, the new law will provide a tax break for small companies who hire new workers and tax credits up to $4,000 next year, among other measures.

The proposed bill is committed to improving the quality of education by hiring more teachers and building schools.

In a speech to congress, the President of the United States addressed those sectors most affected by the crisis such as construction and education. The goal is to have more teachers in classrooms to improve the quality of teaching, so that the country will again become a benchmark in the global educational system.

According to the President, the government intervention is necessary to modernize the country and compete with powers like China and South Korea.

The construction sector would enjoy protection in the President’s plans. If passed the law would help to rebuild roads, improve airports and update schools altogether about 35,000 different projects. At this point, Obama showed concern for the competition developed countries face to modernize because of emerging powers such as China and India.

This law aims to also reinforce the health public systems Medicare and Medicaid through modest budget adjustments. Obama believes they are necessary because “millions of Americans still benefit from these programs.”

However, despite the distrust of some Republicans in Congress, Obama made ​​it clear that this law would not involve any extra expense for the United States deficit, which has been subject of debate in the Congress by Democrats and Republicans many times.

Do you agree with these measures? Do you think the US needs more state intervention to create jobs?

After overcoming breast cancer, this Cuban-American founded “I Had Cancer”, a social network whose purpose is to connect, educate and encourage people with cancer and their families and friends. Despite being a platform that targets a segmented audience, currently it has 3,000 users in 62 different countries. Part of its success lies in its multiple tools, which allow members to create profiles, share their stories and experiences as well as contacting other people with the same type of cancer and who also reside in a nearby location.

The social network includes the following highlighted sections:

• Browse Community, where you can search other users through filters: name or ZIP code, age, sex, years of diagnosis and cancer.
• Discussions, a space for users to ask questions, see what other users respond and continue discussions on an issue.
• Dear Cancer, an interesting blog where registered users directly talk to the disease to express their feelings of revulsion.

The Chipotle Cultivate Foundation is committed to creating a more sustainable and healthful food supply and to raising awareness concerning food issues. This is realized through the support of family farmers and their communities, and programs that teach younger generations about food matters.

Description
“Back to Start” is a stop-motion animation that promotes sustainable farming. Through the story of a farmer, the film shows how the primary sector adopts a more responsible and sustainable production system after years of out of control industrial animal factories. For the soundtrack, country music legend Willie Nelson performs Coldplay’s classic “The Scientist”.

• Agency: CAA Marketing
• Client: Chipotle
• Director and Design:Johnny Kelly
• Director of Photography: Matthew Day
• Art Department: Gordon Allen, Joe Kirton, Ben Côte
• Production: Nexus
• Producer: Liz Chan
• Date: Aug 31, 2011
• Category: Web Film

Cultural integration of minorities is not only present in the workplace, but also a subject for some political debates. Chairman of the Senate Democratic Task Force, Senator Robert Menendez, acknowledged to the member companies of Fortune 500 in 2010 the “need to change the dynamic and make it commonplace for minorities to be part of the American corporate structure”, after the results of a survey developed by his group were unveiled.

Only 3.28% of Hispanics are board members in companies.

The survey reflected, among other data, the presence of ethnic minorities in boardrooms and executive positions at only 14.5% and 10.44% respectively. However, the percentages vary between ethnic groups. African Americans have greater representation within the boards with 9%, compared to 3.28% of the minority Hispanics and 2.55% for Asians. The situation for women in the business world also lacks compared to the overall US population: only 1 out of every 5 Board members is female.

These results do differ from company to company. A report on large companies conducted every year by Latina Style 50 analyzes companies most likely to promote employment for Latinas using parameters such as number of Latina executives, educational opportunities, employment and motherhood. This report points out the top 10 multicultural companies:

• Deloitte
• Marriot International, Inc.
• Prudential Financial, Inc.
• Aflac Incorporated
• Kraf Foods Global, Inc.
• Macy’s, Inc.
• AT&T
• Verizon Communication, Inc.
• MacDonald Corporation
• Kaiser Permanente

But what is the best strategy to follow to promote gender and ethnicity diversity? In a recent report Kraft Foods was highlighted as a good example of diversity and integration other companies can model. It recommends:

• Be open and global to create a good working environment.
• Sponsor programs that focus on minorities and high-potential employees.
• Build new programs that facilitate the integration of employees after childbirth or adoption.
• Develop new technologies and media as an essential mechanism of cultural integration.

What do you think about these strategies? What kind of diversity programs work in your company?

But what are the main objectives that marketers want to achieve through social media in their advertising campaigns? The report found the following findings:

• 17% of advertisers wants to support product introductions or other announcements.
• 13% are seeking to engage existing customers.
• 12% deploy social ads to increase the size of the community or drive traffic to
  outside destinations.
• 11% of respondents designed social ads to build brand awareness.

Companies mainly use social media to launch their products.

At the bottom half of the objectives, there was an interesting three-way draw at 9% between selling products, gaining feedback and intelligence, and generating leads. Lastly, with 4%, businesses tested social ads for shifting sentiment and generating video views.