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Special Project

Special Project
From the 15th Annual Shorty Awards

Facebook & Instagram: Pa Mi Gente

Finalist in Multi-Platform Campaign


Get Latinx Gen Z and YAs to see Facebook and Instagram as a place that pushes Latinx culture forward and builds and champions the power of Latinx communities.

Strategy and Execution

Pa’ Mi Gente is an evergreen Latinx community program born from the insight that there’s a generational shift happening, where unlike generations before them Latin 18-29 year olds are pushing back on expectations to “fit in” as Americans or feel that they have to abandon or downplay their Latin identity.


From Latinx Gamers to Transgender surfers, Afro-Latinas to people with disabilities, Pa’ Mi Gente celebrates all those who celebrate their heritage and whilst redefining what it means to be Latinx or Hispanic, year-round.


As well as social content, we held 4 in-real-life-events with IG+FB creators that spanned from the beginning of Latinx and Hispanic Heritage Month through to the Latin Grammys. Each event celebrated and explored the sub-sections of the Latinx community — their unique cultural roots and how they preserve and shape their values, interests and expressions. 



The Pa’ Mi Gente Campaign has achieved: 




Entrant Company / Organization Name

Meta, Facebook


Entry Credits