The objective of the campaign was to communicate the tremendous impact of Hispanic History Month by featuring leading members of Congress sharing, in their own words, the stories of inspiration and perseverance that inspire them, and the issues that they remain focused on today. These important messages are then shared broadly across the company’s premiere entertainment brands including cable TV networks – AMC, BBC America, IFC, SundanceTV, and WE tv – and the AMC+ streaming service.
This year, the company launched the inaugural campaign with a fresh and powerful creative direction. AMCN partnered with the Congressional Hispanic Caucus, asking members of Congress to share their compelling stories, insights and inspirations in documentary-style interviews filmed in Washington D.C. Featured in the campaign are Representatives Nanette Diaz Barragán, Tony Cárdenas, and Raul Ruiz.
The central theme of the PSA campaign was “Unidos, United” – a celebration of Hispanic Heritage Month and the rich multitudes of cultures and experiences the community represents. The videos celebrate the vibrant cultural history of the Latinx and Hispanic communities, and their tremendous achievements and contributions that continue to impact society with the launch of the campaign. In the PSAs, Members of the Congressional Hispanic Caucus discuss a range of topics including what unites the Hispanic/Latino communities, the importance of sharing Hispanic/Latino stories, and the incredible leaders that inspire them.
The focus of the PSAs is on community, opportunity and hope and on "what unites the Hispanic/Latino communities, the importance of sharing Hispanic/Latino stories, and the incredible leaders that inspire them."
In addition to airing the PSA spots on linear and streaming networks, AMC+ also put together a premium streaming bundle with a collection of 25 series and films curated by the company’s Hispanic/Latino employee resource group, VOCES, titled “Celebrando La Unidad”. The special collection includes acclaimed horror film “La Llorona,” the Peabody Award winner which was selected as the Guatemalan entry for Best International Feature Film at the 93rd Academy Awards; “Che Part 1 & Part 2,” which stars Best Actor winner Benicio del Toro as Che Guevara; “Y Tu Mama Tambien,” a coming-of-age classic that was an Academy Awards nominee for Best Original Screenplay, and much more.
The spots rolled out on-air and online, to coincide with Hispanic Heritage month, airing over 200 times across AMC, IFC, SundanceTV, WE tv and AMC+ and garnered 80-million on-air impressions, along with more than 130,000 social media impressions across Twitter, Instagram, Facebook and Linkedin. The campaign was also covered by Politico, Broadcasting + Cable and Cabefax Daily.
Overall, the campaign was a success in elevating awareness for Hispanic History Month across AMC Networks platforms and channels – acting as a moment of reflection, remembrance and celebration of the impact of Hispanic and Latinx civil rights advocacy.
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