Univision launches Se Habla USA to celebrate Latino culture and Spanish in the United States

Univision Communications Inc. (UCI), the leading media company serving the Hispanic community in the United States, today announced the launch of Se Habla USA, a campaign to promote the value of diversity and inclusion and the important role Hispanic culture and the Spanish language play in the United States. In line with UCI's mission, Se Habla USA will be dedicated to empowering Latinos to defend their interests and those of their communities vigorously, and to encouraging pride in their language and culture. The campaign also aims to make clear to all Americans that Hispanics have had, and continue to have, an enormous positive influence in the United States.

"It is more important than ever to celebrate the culture we share with all Americans and to listen to their stories and speak their languages, so that our country can be united as a diverse nation. The Se Habla USA campaign highlights the important role diversity plays in making the United States better and better, and celebrates the Hispanic community in the country and pride in the Spanish language," said Randy Falco, president and chief executive of UCI. "Our company was founded to serve and empower this community, and through Se Habla USA we will strengthen that work."

"For several generations, Latinos have embodied the values that make this nation so singular and special: they dream American dreams and hold American values," said Jessica Rodríguez, president and chief operating officer of UCI's networks and chief marketing officer of UCI. "Se Habla USA will be crucial in highlighting the enormous contributions Hispanics have made to American culture, business and other fields, contributions long overlooked. It also sets out to shape positively the discourse around Hispanic culture in the United States."

Se Habla USA launched with a 60 second advertisement during the 30th edition of Premio Lo Nuestro on Thursday 22 February and will run until autumn 2018. The multiplatform campaign was presented during the show by Laura Pausini, host of Premio Lo Nuestro, the multilingual Italian pop singer and winner of Premio Lo Nuestro, Latin Grammy and Grammy awards, who is much loved by the Latino community. The campaign launch led into a special recognition given to Gloria and Emilio Estefan, the influential and award winning couple honoured for their contributions.

Our company was founded to serve and empower this community, and through Se Habla USA we will strengthen that work

From the story

With themes such as "Spanish speakers make the United States greater", Se Habla USA branded content will be used across UCI's portfolio, including traditional, digital and social channels. The project will include organic integrations and segments in shows across all UCI networks, supported by strong social media promotion through #SeHablaUSA, as well as events with influential speakers and community activities to raise the campaign's visibility and importance further.

Community members will be encouraged to take part in the campaign and use the hashtag #SeHablaUSA to share why they are proud of Spanish and Hispanic culture.