There were 48.4 million Hispanic people in the U.S. as of 2009, making it the largest ethnicity in the nation. On top of it, Hispanics make up 14.8% of the civilian labor force. Projections suggest that "language minority students" (those who speak a language other than English at home and who have varying levels of proficiency in English) will comprise over 40% of elementary and secondary students by 2030.

Although employers have been responding to changing workforce demographics for more than a decade through a number of ways - toolkits, training sessions, more diversity in hiring - rising health care costs also have raised the stakes for creating successful multicultural benefits communication campaigns.

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