Facebook: Latinx & Hispanic Heritage Month “My People My Power” Social Campaign 2020
To celebrate Latinx and Hispanic Heritage month, our team developed a creative campaign, ‘My People My Power’, to uplift and celebrate the power of the Latinx and Hispanic community. Inspired by the diversity and resilience found in Latinx and Hispanic culture, we partnered with three Latinx spoken word poets and connected them with Facebook Groups that represented elements of their heritage and identities.
The resulting conversations and connections were the basis of inspiration for each poet to write bespoke poems reflecting on what the theme of ‘My People, My Power’ and L&HHM means to them. In addition to the three individual poems, the poets worked together on an Anthem poem which celebrates their shared experiences and the diversity, strength and resilience of Latinx culture.
The campaign also included animated giphy stickers, illustrations, paintings, and mixed media static posts that highlighted the stories of Facebook Group members across the community.
Overall the campaign’s visual approach spotlighted cultural art forms from the community, such as sign-painting, stitching, murals, and spoken word poetry, and uniquely connected real members of the community to come together and collaborate through the creation of this work, in the end garnering a total of over 81 million organic impressions.
Agency: Creative Experiences, Facebook
Agency Producers: Kathy Monahan, Viveka Garza Gómez
CD: Jan Jaworski, Jose Luis Martinez
Art Director: Naz Nazli, Esteban Izquierdo
Copywriter: Daniel Alvarez
Program Manager: Dana Dufour
Business Affairs: Sarah Henning
Director: Kristian Mercado Figueroa (Not to Scale)
Editor: Reuter
Color: Ayumi Ashley (Ntropic)
Music & Sound Design/Mix: Ismael Cancel
Awards and Nominations:
The Webby Awards 2021 - Best Social Video Series Honoree
The Webby Awards 2021 - Culture & Life-style (Series & Campaigns) Nominee
The Drum Awards for Social Media 2021 - Highly Commended for Best Use of Facebook
The Drum Awards for Social Media 2021 - Nominated for Most Effective Use of a Group or Community
In-House Agency Forum 2021 - Silver for Paid Social Media
In-House Agency Forum 2021 - Honorable Mention for Multi-Media Campaigns B2C
Facebook 2020.
