Univision has launched Se Habla USA (#SeHablaUSA), a cross-platform, purpose-driven campaign to promote Hispanic culture and pride in speaking Spanish. The goal is to encourage viewers to take pride in Español and Hispanic Culture in America.
The leading media company serving Hispanic America, Univision is showing how its brand stands for the value of diversity, inclusion and the important role Hispanic culture and Spanish language play in America.
Consistent with the corporate mission of Univision Communications Inc., Se Habla USA will focus on empowering Latinos to be stronger advocates for themselves and their communities. By encouraging them to take pride in their language and culture, the goal is to promote—amongst all Americans—the 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,” said 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.”
.@Univision launches cross-platform, purpose-driven media campaign “Se Habla USA” to celebrate Latino culture and Español in America. #SeHablaUSA #Univision #Hispanic #Culture. https://t.co/socUKPeSaf pic.twitter.com/doorAtPr5Y
— UCI Public Relations (@UCIPRTeam) February 26, 2018
Se Habla USA launched with a 60-second advertisement during the 30th edition of Premio Lo Nuestro a la Música Latina on February 22, and will continue to run through the fourth quarter. The multiplatform campaign was introduced on air by Premio Lo Nuestro host Laura Pausini, the multilingual, award-winning artist. 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.