Introducing the largest virtual public school in America to multicultural families across the country
Alerta developed the Culture Guardians campaign from an original concept built around a powerful cultural insight: multicultural parents are not just choosing a school; they are choosing how to protect and pass on their culture to the next generation. We produced a full biling...
The Challenge
K12 is the largest provider of virtual public education in the United States, but multicultural families, particularly Hispanic communities, were largely unaware of the option or uncertain about whether it was right for their children. Introducing a digital-first education model to audiences who place enormous cultural value on community, family involvement, and educational achievement required more than awareness advertising. It required a campaign that spoke to what education means to these families on a deeper cultural level.
The Solution
Alerta developed the Culture Guardians campaign from an original concept built around a powerful cultural insight: multicultural parents are not just choosing a school; they are choosing how to protect and pass on their culture to the next generation. We produced a full bilingual national campaign, including 4 broadcast spots in English and Spanish, a direct-response video, social media assets, Google Ads, a bilingual landing page, and a branded content segment on Univision, one of the most trusted media platforms in the US Hispanic market. The campaign gave K12 a culturally resonant voice in communities that had never been directly spoken to about virtual public education.
Campaign Content
Static Content · Social & Print
How We Did It
Original concept built on cultural insight
We developed Culture Guardians from a genuine cultural truth that, for multicultural families, choosing how their children learn is inseparable from choosing how their culture survives. That insight gave the campaign emotional depth that went far beyond product awareness and connected K12 to what these families actually care about most.
Full bilingual production
Every piece of content was produced in English and Spanish from the start, not translated after the fact. Scripts, voice recording, social copy, landing pages, and ads were all built in both languages simultaneously, ensuring each version felt native to its audience.
Strategic Art Direction
The campaign needed to represent Latino families from both coasts (East and West) without having to shoot in multiple locations. We solved that entirely in Miami, carefully art-directing each scene to reflect the distinct visual worlds of Latino families across different regions of the country. The casting, wardrobe, set dressing, and surroundings were calibrated so that a family in California and a family in New York could both watch the spot and see themselves in it.
Full funnel campaign delivery
From broadcast spots to Google ads to a bilingual landing page, the campaign covered every touchpoint in the decision journey, building awareness, driving consideration, and converting interest into enrollment inquiries across paid media and digital channels simultaneously.
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to a wider America?
Expand to a wider market. We help brands of all sizes take advantage of the bigger opportunity through a bilingual culture-conscious approach. Let’s chat today.
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