Expanding Literacy Through Multicultural Outreach: Read On Arizona
Client Overview
The Virginia G. Piper Charitable Trust supports nonprofits across Arizona to improve the quality of life for residents. Through its initiative, Read On Arizona, the organization brings together a statewide coalition focused on improving language and literacy outcomes for children from birth through age eight.
The Colibri Collective partnered with the Trust to develop and execute a culturally informed campaign focused on engaging Latino families across Arizona.
The Challenge
Read On Arizona needed to reach Latino parents and guardians—many of whom faced barriers to reading with their children due to their own literacy challenges—through messaging that was both accessible and culturally resonant.
The campaign required a statewide approach that could be adapted to meet the unique needs of individual communities.
The Strategy
Forging a Community-Driven Partnership
As a long-term partner since 2018, Colibri developed a tailored outreach strategy by collaborating with municipalities including Tempe, Chandler, Yuma, and Phoenix. Each community required a localized approach, informed by research and direct engagement with stakeholders.
Our team identified key barriers impacting Latino families and developed messaging designed to empower parents, build confidence, and encourage early literacy practices at home.
Multilingual Content & Transcreation
We transcreated the Read On Arizona website and all campaign materials—including handouts, posters, and digital content—to ensure messaging was clear, culturally relevant, and accessible for Spanish-speaking audiences.
Campaign Execution
Social & Digital Strategy
Colibri managed the full social media ecosystem, including the launch of Spanish-language channels and the development of year-round content (52 weeks annually).
Campaign elements included:
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Daily content creation and community management
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Influencer partnerships with Latino voices
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Engagement monitoring and audience response
Targeted Digital Advertising
We deployed a comprehensive digital strategy using:
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Programmatic advertising and video pre-roll
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Behavioral, language, and keyword targeting
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Geo-fencing at high-traffic community locations such as grocery stores, churches, and libraries
This ensured messaging reached audiences in relevant, real-world contexts.
Media Buying & Earned Media
Colibri secured both paid and earned media placements across key outlets, including:
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Univision & Telemundo
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La Campesina & Prensa Hispana
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PBS and local television and radio
Through strategic negotiations, we secured added-value placements, including bonus airtime and talk show features with Read On Arizona stakeholders.
Event Sponsorships & Community Activation
We executed sponsorships such as PBS Kids Day, which included:
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Broadcast spots
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Print placements in PBS Kids Magazine
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On-site engagement opportunities
These activations helped extend campaign visibility and reinforce trust within the community.