Univision Communications Inc. (UCI), the leading media company serving Hispanic America, today announced the launch of Se Habla USA, a purpose-driven campaign to promote the value of diversity, inclusion and the important role Hispanic culture and Spanish language play in America. Consistent with UCI’s mission, Se Habla USA will focus on empowering Latinos to be stronger advocates for themselves and their communities, and encouraging them to take pride in their language and culture. The campaign’s purpose is also to promote with all Americans the tremendous positive influence Hispanics have had and continue to have in the U.S.
“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,” Randy Falco, president and CEO 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.”
“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.”
Se Habla USA launched with a 60-second advertisement during the 30th edition of “Premio Lo Nuestro a la Música Latina” Thursday, February 22, 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.
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 grassroot activities to further boost visibility of the campaign and its importance.
The community will be encouraged to participate in the campaign by sharing their reasons for being proud of Español and Hispanic culture while using the hashtag #SeHablaUSA.