3 L.A. Agencies to Handle Ads for Amnesty Program

Three Los Angeles-based media agencies have been chosen to take on what they call the “monstrous challenge” of educating illegal aliens and their employers about the new immigration law, Immigration and Naturalization Service officials said Wednesday.

The $10.7-million, 18-month contract awarded by the immigration service will pay for the development of radio and television spots featuring celebrities, as well as billboards and posters in several languages. The ads, to begin later this month, will inform the public about the new law and encourage aliens to register for legal status at 107 immigration service stations scheduled to open May 5.

The three companies--Coronado Communications Corp., a research and media firm; La Agencia de Orci, an advertising agency; and Hill & Knowlton Inc., a large international public relations firm--submitted their bid after forming a joint venture called the Justice Group. They were chosen over 11 other applicants, immigration service officials said.

“It is a monstrous challenge in communicating this very complex law to people who come from other cultures and speak other languages,” said Fernando Oaxaca, president of the Justice Group and Coronado Communications. “We’re trying to make people aware of what’s going on, what their obligations may be and what available services there are.”

Oaxaca said the group’s biggest task will be clearing up misconceptions that illegal aliens have about obtaining legal status.

“There are people out there . . . who are still concerned and worried that data will be given to the government and traded among agencies and that there are scams going on,” he said. “These kinds of obvious misconceptions and scare tactics are what we want to eliminate by informing people in a positive way.”

Employers will also be targeted in the ads, Oaxaca said.

“There are little companies that are owned by undocumented people themselves. They’ve got dual obligations,” he said. “They’ve got to take care of their own personal problems, and they have to work with their employees and function as all American employers and keep records.”

Oaxaca added that the general public will also benefit from the ads. “People who have never seen an undocumented worker are now going to have to ask potential employees about their citizenship,” he said.

Along with the advertisements, the group will produce illustrated booklets and brochures in several languages, including English, Spanish, Chinese, Korean, Japanese, Polish and Arabic.

The radio and TV spots will include paid and public service announcements, Oaxaca said, adding that many celebrities have already offered to donate their services in the campaign.