There was a lot of apathy among Latinos when we talked about voting. They were not interested in voting anymore because they didn’t think that they could make a difference. How could we change that? To empower the LatinX/Hispanic community with the right information to vote, recognizing their power and importance on our platform and to vote, we partnered with the family of a well loved icon of the LatinX/Hispanic community: Walter Mercado. There was one caveat: Walter Mercado passed away in 2019. His family graciously supported the use of his voice in the campaign “The Power is in Your Hands” and we used various of his existing footage to find the message he would’ve loved to share with his community with Mucho Mucho Amor. One last horoscope to the Latino community telling them that their future and power is in their hands, if they vote.

The creative drew on the past-time of astrology (highly relevant to the LatinX/Hispanic community), with a message applicable to all audiences— ‘This year the power is in your hands, get the facts with IFCN and exercise your right to vote with Vote.org’

We ran a campaign promoting two bots created on WhatsApp to help people fact check and get voting information by partnering with two nonpartisan NGOS: The International Fact-Checking Network (IFCN) and Vote.org

Role: WhatsApp Global Creative Direction

Awards

LIA

3 Finalists

AdColor

Nominee

AME Awards

1 Silver

New York Festivals

3 Finalists

The Webby Awards

1 HONOURABLE MENTION

The Drum

2 Shortlists

One Show

Creative use of data / Merit

Direct Marketing / Merit

Influencer Marketing / Shortlist