MTV's Tr3s, a new music channel aimed at U.S. Hispanic young people, is dispatching its first major ad campaign since its September launch, reports AdWeek.

Comprised of 20 TV spots, interactive content on the MTV Tr3s website and trade print ads, the campaign seeks to introduce advertisers to the channel's unique audience. Documentary-style ads showcase young Hispanics nationwide describing why they are proud of Latino culture.

"One of the biggest challenges in terms of marketers is that there is an infrastructure catering to the Hispanic market that has been set around Spanish-speaking older adults," Lucia Ballas-Traynor, SVP and GM at MTV Tr3s, told AdWeek. "We say they're ignoring these kids and what they're doing. As we've gone from market to market we hear stories about kids negotiating mortgages for their parents."

Adweek sibling Marketing y Medios, a Nielsen Co. subsidiary, will be included in the print buy.