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Special Project

Special Project
From the 8th Annual Shorty Impact Awards

Bank of America L’ATTITUDE Partnership

Entered in Diversity, Equity & Inclusion


Bank of America was the presenting sponsor at L’ATTITUDE 2022, an event uniting Hispanic-Latino business owners, employees and others to celebrate achievements and discuss the future. Bank of America's influence permeated the entire multi-day event. Key executives actively engaged in vital panel discussions, spotlighting Bank of America's ongoing commitment to fostering diversity and inclusion among teammates, clients and local communities.


Bank of America's social team was present at L’ATTITUDE, actively working to amplify awareness of the company's investment in the Hispanic-Latino community. Through real-time content capture, the team promptly shared posts highlighting the insightful discussions among executives, presenters and partners. This content captures a key moment in Bank of America's continuous support for the community throughout the year.

Strategy and Execution

The weeks prior to L’ATTITUDE 2022, we strategically planned content centering on the Hispanic-Latino community and Hispanic Heritage Month. This encompassed a spotlight on our employee resource group, the Hispanic/Latino Organization for Leadership & Advancement (HOLA), as well as our resources for Hispanic-Latino small business owners, partnerships and insights shared by Raul Anaya, Head of Business Banking, who is the highest-ranking Hispanic-Latino executive at Bank of America. The essence of this content was to present a holistic view of Bank of America's unwavering support for the Hispanic-Latino community. It's essential to note that this support is a continuous, year-round commitment, which was prominently evident both before and throughout the event.


The most important step in bringing this project to life was the on-the-ground aspect which showcased Bank of America’s commitment to those attending the event and those following on social media. By leveraging a live-feed social media stream we were able to display social content mentioning Bank of America, relevant executives and L’ATTITUDE to attendees of the event. Additionally, capturing insights from panel discussions and sessions throughout the week, we had the opportunity to post in real-time at this event bringing our audience along the journey.


Our first round of on-the-ground coverage featured former President, Merrill Wealth Management, Andy Sieg as he presented the opening remarks with the L’ATTITUDE co-founders. We also featured Head of Retail, Preferred and Small Business Strategy, Sofia Santos as she participated on a panel around powering Latina leadership. To make content more interactive, we posted a LinkedIn poll asking followers “How many Hispanic-Latino clients do we serve?” This poll received over 6K replies and about 70% of respondents were correct and answered 13 million. One of the most successful on-the-ground pieces we captured was a teammate image which was used to close out the week at L’ATTITUDE 2022 as this post performed above engagement rate benchmarks on Twitter and LinkedIn.


To bring content to life as quickly as possible, we had a content team, creative team and approval team supporting around the clock. We used a strategic mix of pre-planned and live content to demonstrate our ongoing commitment to the Hispanic-Latino community. Content went live in a timely manner and many pieces outperformed engagement rate benchmarks. The 15 posts resulted in 624K impressions and 18.5K engagements.



The goal was to demonstrate our commitment to the Hispanic-Latino community through our ongoing focus on diversity and inclusion. We succeeded by producing a mix of on-the-ground and live coverage. The 15 posts resulted in 624K impressions and 18.5K engagements and more than half of the posts performed above engagement rate benchmarks. As an organization that continues to prioritize diversity and inclusion at our company and beyond, these events give us an opportunity to highlight our diverse teammates, programs and ongoing efforts across our social channels.


Entrant Company / Organization Name

Bank of America


Entry Credits