Central Los Angeles : Video Campaign Puts ‘Human Face’ on Affirmative Action

Seeking to put a human face on the issue of affirmative action, the Mexican American Legal Defense and Educational Fund launched a statewide educational campaign Thursday, presenting a video with Gen. Colin Powell discussing the merits of these policies.

At a downtown Los Angeles news conference, organizers said they hope the campaign will refute assertions that considering race and gender in hiring or admissions takes the form of quotas or preferential treatment.

The 10-minute video, which profiles Powell and others discussing the continuing need for affirmative action, focuses on the historical development of the policies and programs. Available in English and Spanish, the video will be distributed to community groups and the media.

The campaign is targeting Californians seven months before the November election, when they will vote on the so-called “California civil rights initiative” that seeks to eliminate affirmative action programs statewide.

Local business leaders joined MALDEF representatives to emphasize the economic and social benefits of affirmative action policies.

“The [initiative] campaign is being looked at across the nation, and we’re going to be the determining factor,” said Lisa Campbell, the state vice president for Women Construction Owners and Executives. “If we can stop it here, we can set a precedent. If it goes across the nation, we have a bigger job to do.”