Forces Unite to Launch Hispanic Star Month of Action
Hispanic Star, P&G, Círculo Creativo USA, and Culture Marketing Council join together to take action for U.S. Hispanics during COVID-19 Pandemic
The COVID-19 pandemic is one of the worst crises in modern history, affecting people all over the world. The crisis has disproportionately affected U.S. Hispanics as more than 80% of working adults do so away from home providing essential services that help keep our country running. This presents numerous challenges to protect themselves and their families. Additionally, according to Pew Research, job and wage losses due to COVID-19 have hit Hispanic adults the hardest with 61% affected. This demands strong and immediate action.
That is why We Are All Human’s Hispanic Star has united forces with Procter & Gamble (P&G), Círculo Creativo USA, and Culture Marketing Council to invite everyone to join forces to support Hispanics starting with a collective Month of Action. The Hispanic Star Month of Action will galvanize corporations, relief organizations, and individuals to act in unity and solidarity to begin addressing the urgent needs of the Hispanic community as a result of the impact of COVID-19. Following this month, the Hispanic Star movement will sustain relief and recovery efforts through Hispanic Heritage Month to help the Hispanic community shine their brightest.
To support the Hispanic Star Month of Action, a website has been created http://hispanicstar.org/ to provide information and education about the effects of COVID-19 on the Hispanic community and to facilitate donations of food, product, and cash to local relief organizations that reach Hispanic families in need. It also provides a place to find opportunities to volunteer time, expertise, and help in hiring. “Latinos are stars in the galaxy that make this country so beautiful,” said Claudia Romo Edelman, Founder of We Are All Human. "We are unified, strong and proud to be Latinos. This month is just the beginning of a new time for Hispanics. Not only will we recover, but it gives me chills to imagine all the possibilities to come for all generations of Latinos."
To raise awareness and relief to help the 18.9 million Hispanics who are currently working in essential functions across healthcare, food supply, and transportation among others, P&G launched the film Estamos Unidos. Created as a Círculo Creativo initiative, led by its Co-Chairman Luis Miguel Messianu, and executed by alma, the film illustrates the vital roles that U.S. Hispanics are playing during COVID-19 and invites everyone to help along with Hispanic Star. Versions are available in English and Spanish.
The name of the campaign is a reference to the name of our country, the United States, but in Spanish – Estados Unidos – is a way to convey a compelling message about togetherness: we don’t win this alone; we win this together.
“P&G is committed to use our voice to help shine a light on the tremendous contributions Hispanic people and families are making to keep this country going," said Marc Pritchard, Chief Brand Officer at Procter & Gamble. “We want to honor the many ways in which the hopeful, resilient and optimistic Hispanic community is aiding our country's recovery. We’re stepping up to be a force for good for the Hispanic community today and tomorrow.”
“This has been one of the most fulfilling creative projects of my entire career,” said Luis Miguel Messianu, Co-Chairman of the Board at Círculo Creativo and Creative Chairman and CEO at alma. “It is a matter of pride to develop such an overarching idea that brings together under one platform all the Hispanic organizations committed to being a combined force for good – at a crucial time for our communities in need.”
"This campaign shares a powerful message about our people, our Hispanic community, and our culture in the marketing industry to move hearts and minds," said Culture Marketing Council Chair Gonzalo Del Fa, President of GroupM Multicultural. "It is wonderful to have so many of our member agencies and corporate partners coming together to share our collective strengths on this important initiative.”
For more information and to take action during the Hispanic Star Month of Action, please visit http://hispanicstar.org/