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CCF President & CEO Antonia Hernández (c) with (l to r) MALDEF President Tom Saenz; actors Wilmer Valderrama and Rosario Dawson; Voto Latino Executive Director Maria Teresa Kumar and L.A. Ambassador & artist Jesus Malverde

With most households about to get their 2010 Census questionnaires in the mail, the California Community Foundation (CCF) recently kicked off an innovative program using cell phone technology to encourage Latino youth to participate in the census. The Mexican American Legal Defense & Educational Fund (MALDEF) and Voto Latino have partnered to implement this program, made possible by CCF and the John S. and James L. Knight Foundation.

"I’m so excited about this partnership, particularly because it involves youth – youth and their modes of communication…I want all of you do this,” said CCF President and CEO Antonia Hernández, motioning as if she were texting. She urged all youth present to “start texting your friends and help your parents fill out that form. Fill it out, send it and commit to getting 10 friends to do it too!”

"It’s so important because we won’t get the opportunity to ask for money in another 10 years," said Rosario Dawson, actor and Voto Latino founder. "I want you to say, 'I want some of that. I deserve of that,' those tax dollars that your parents worked so hard to pay. You only need to be 15 years old to fill it out. You have the power to text and represent."

Other speakers included MALDEF President Tom Saenz, Voto Latino Executive Director Maria Teresa Kumar and actor Wilmer Valderrama. The event also showed public service announcements produced by MALDEF (featuring actor Eva Longoria Parker) and Voto Latino, the latter of which will be officially launched March 15.

MALDEF and Voto Latino will engage youth in many ways: with offers of free iTunes music for committing to be counted, video PSAs featuring celebrities, advertisements in buses and a mobile application that offers youth the chance to attend a secret concert the more they use it. The partners will also visit high schools to share the message.

Pledge to be counted.

Read more about the 2010 Census Initiative and how you can help.