The coronavirus pandemic has exemplified how crises most aggressively affect those most vulnerable. Minorities globally suffer the most but are supported the least. We are all in the same storm, but not in the same boat. However, through unity, creativity and a sense of purpose, minorities can emerge stronger from crises.
This session will showcase how a creative idea allowed the Hispanic community to unify, to emerge from the shadows, and to support their recovery from the global COVID-19 pandemic. It will overview how cultural insights are transformed into relevant communication for Hispanics and minority groups to reach, impact, and support multicultural segments, both in response to crisis, but also how it can be implemented in general marketing efforts.