The Drum Awards Festival - Social Purpose

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By Kyle O'Brien | Creative Works Editor

February 27, 2018 | 3 min read

While the US president continues his quest to build a wall at the Mexican border, others are trying to tear down the walls between cultures and celebrate diversity. That’s the point of a new campaign by Univision Communications (UCI), the leading media company serving Hispanic America.

Univision is introducing ‘Se Habla USA,’ a campaign to promote the value of diversity, inclusion and the important role Hispanic culture and Spanish language play in America. The point is to empower Latinos to be stronger advocates for themselves and their communities, and to encourage them to take pride in their language and culture. It also aims to promote the positive influence Hispanics have had and continue to have in the US.

“It’s more critical than ever to celebrate our shared culture among all Americans and to hear their stories, to speak their languages, so our country can stand united as a diverse nation. The ‘Se Habla USA’ campaign underscores the important role that diversity plays in making America better and celebrates Hispanic America and Spanish language pride,” said Randy Falco, president and chief executive of UCI. “Our company is built on the foundation of serving and empowering this community, and we look forward to strengthening our work through 'Se Habla USA.'"

The campaign launched with a 60-second ad during the 30th edition of ‘Premio Lo Nuestro a la Música Latina’ and will run through the fall of 2018. The multiplatform campaign was introduced on air by Premio Lo Nuestro host Laura Pausini, multilingual Italian pop singer, Premio Lo Nuestro, Latin Grammy and Grammy award-winning artist, who’s beloved by Hispanic America. The introduction of the campaign set the stage for special recognition of award-winning power couple Gloria and Emilio Estefan, who were honored for their contributions.

The ad, spoken in Spanish with English subtitles, states that the US is more than just a language, “because here, we speak freedom, faith and family.” It goes on to say to tout those who dream, sacrifice for their country and celebrate traditions, who have heart and talent, and those who speak English and Spanish. It ends by promoting the hashtag #SeHablaUSA and telling people to go to social media and say that they are proud to be Latino.

Se Habla USA Twitter

“For generations, Latinos have embodied the values that make this nation so unique and special – they dream American dreams and value American values,” said Jessica Rodriguez, president and chief operating officer of UCI Networks, and chief marketing officer of UCI. “Se Habla USA will be key in promoting the immense contributions Hispanics have made to American culture, business and beyond that have long been overlooked and will seek to positively influence the narrative that exists around Hispanic culture in America.”

With tag lines like “Spanish-speakers make America greater,” branded Se Habla USA content will be leveraged across the UCI portfolio, including linear, digital and social channels. The initiative will include organic integrations and segments within shows across all UCI networks, supported by a strong social media push through #SeHablaUSA, in addition to events with influential speakers and grassroots activities to further boost visibility of the campaign and its importance.

Univision Communications Inc.: Se Habla USA

By Univision Communications Inc.

Overall Rating 3/5

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