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What: GoDiversity, an independent, minority-owned multicultural advertising agency recently announced the release of a Dreamers emoji and social media badge.
Why It Matters: GoDiversity CEO Humberto Freydell argued that while many agencies hesitate to take sides in political debates, in the case of the Dreamers, the issue “transcends politics” and is about “humanity and compassion.”

Last week, Multicultural advertising agency GoDiversity announced the release of a Dreamers emoji and social media badge, created by the agency to show support for the hundreds of thousands of people in the U.S. affected by the DACA program and DREAM Act, known as “Dreamers.”

The emoji features a character wrapped in an American flag and is part of the agency’s #DreamersWeAreWithYou campaign.

Created in 2012, DACA, or the Deferred Action for Childhood Arrivals program, allowed people who came to the United States illegally as children to obtain legal work permits and a renewable two-year protection from deportation. The Trump administration rescinded the program in September.

Social Activism in the Era of Trump: Emojis and Hashtags Take On New Meaning

The Trump administration is certainly no stranger to controversy, but the decision to end the DACA program was met with particular anger from those who saw the move as an attack on innocent victims: young men and women who had been brought to the United States illegally as children by their parents.

GoDiversity was not the first business to publicly stand up for Dreamers, but #DreamersWeAreWithYou is unique in that it encourages action through appealing to the universality of one of today’s most powerful communication tools: emojis.

Why an emoji? Humberto Freydell, CEO of GoDiversity, compared emojis to international traffic symbols: “They’re understandable no matter what language you speak.” A product of the digital age, emojis can certainly pack a punch, transmitting more than words and conveying messages that transcend language. “I wanted to find a universally-recognized ‘vehicle’ to carry a message which I think is extremely important, especially in these polarizing times,” Freydell added. “I wanted to find a universally-recognized ‘vehicle’ to carry a message which I think is extremely important, especially in these polarizing times.”

The idea is for the emoji to empower its users in a way that is “easy to use and understand, and non-offensive by its very nature.

Emojis have become useful tools for people that have a hard time finding the words to communicate emotions or messages, and in that sense, Freydell said that he believes that “it could be useful for many people and groups, beginning with any that may be seen as ‘persecuted’ or in need of public support.”

Dreamers Emoji A ‘Call to Action’

For now, the emoji is available for download on the website that the agency put together for this campaign. In addition, visitors to the site will find social media badges and cover photos available for free download. Together, these elements are meant to empower Dreamers and those who support them to not only speak up but also “effect real change” through acts like contacting their local officials.

It doesn’t hurt that GoDiversity knows a thing or two about delivering effective messaging, either: “We are studying other ways we can leverage our expertise in social media and public relations to help raise awareness of this cause,” Freydell said.

‘How Can You Not Take A Stand?’ 

Traditionally, privately owned brands and firms have hesitated to take sides in political controversies. But there’s nothing traditional about the Trump administration, and there is something about the Dreamers that seems to transcend politics.

When asked if he hesitated to speak up about President Trump’s action on DACA, Freydell did not hesitate. “Our first instinct was, how can you not take a stand on an issue as clear-cut as this?” He continued: “It really goes beyond politics; it’s about humanity and compassion.” Freydell added that while there are usually two sides to the issues that divide Americans, “when one comes along where the ‘right’ side seems so clear, it’s like a gift.”

Our first instinct was, how can you not take a stand on an issue as clear-cut as this?

Not all agencies agree with Freydell. But his argument raises an important question: Do agencies that claim to specialize in multicultural marketing have a moral obligation to support populations like the Dreamers? Freydell went as far as to say that agencies’ reactions reveal a great deal about their priorities: “Many of these organizations only see diversity markets as a piece of the overall pie, perhaps even as low-hanging fruit…they are not necessarily interested in supporting, educating or empowering those in these markets.”

While many organizations worry that taking sides could cost them business through alienating clients in “non-diversity” markets, Freydell made it clear that GoDiversity does not share the same fear: “This is in clear contrast to our mission, which is, essentially, to help clients who share our values to reach the multicultural markets in which we do so much of our work.”

Feedback Has Been ‘Positive, Supportive and Encouraging’

Since the release of the emoji last week, feedback has been “positive, supportive and encouraging, both from the media and from the general public,” Freydell claimed. While public statements like this are bound to generate controversy, the strongest reaction, Freydell said, came from a man who objected to the fact that the emoji showed the character wrapped in the American flag.

“We very much respect his opinion,” Freydell clarified, “and would only respond that perhaps we see the flag as more of a symbol of inclusion than he does, whereas he might see it more as something else.”

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

      • Coca Cola
        Coke Launched a Digital Marketing Campaign Targeting TeensThe soda maker is beginning a teen-focused digital campaign that will span across 61 unique websites and include 17 games, videos and digital experiences, all based around the Coke brand. “The goal is for this to be a multiyear campaign,” says Pio Schunker of Coke, adding, “this signals a whole new way in which we’ve decided to create marketing content.” Why This Matters: Every marketer wants to lure in teens as consumers of their brands in the hopes of them continuing to use the brands throughout their lives. This is a targeted effort to do that, with key elements being accessible via smartphones, which are heavily used by teens

 

      • Nordstrom
      • NordstromThe upscale, Seattle-based national retailer will promote a concept it is calling “Youphoria” in new 30-second videos featuring young adults involved in outdoor activities like riding a minibike, gathering around a bonfire or chopping wood while fashionably dressed, the New York Times reports. The campaign is aimed at men and women 25-35 and will run through the end of May. It is specifically being promoted in Dallas, Houston, Los Angeles and San Diego. It will run on websites like Vevo, Glam Network, Zimbio and Latina.com. Michael Crotty, Nordstrom’s VP of marketing, said, “Somewhat younger customers respond really well to digital messages.”

 

      • Tecate
        The Mexican beer brand owned by Heineken has a new campaign with the tagline, “Es Facil Ser Hombre,” or “It’s Easy Being a Man,”. The ads were created by Tecate agency Olabuenaga Chemistri in Mexico City and the media buy was handled by MediaVest MV42.  The campaign is also running in Mexico. Spots will run on Univision, Telemundo, Unimás, Galavision, Estrella TV, Fox Deportes, Univision Deportes, Azteca, LA TV and nuvoTV. In all, there are three different TV spots and three radio spots.The Spanish-language radio and out-of-home follow the same tone and humor as the TV ads. “Es Fácil Ser Hombre” is running nationally, with particular emphasis in the brand’s key markets, which include California, Texas, New Mexico, Arizona, and Illinois.”For the past few years, we have been building upon Tecate’s values, which include carácter, masculinity, and ingenuity, and are excited to see those traits exemplified in this campaign,” said Felix Palau, vice president of marketing for Tecate. “Since the ads are running in Mexico and the U.S. to ensure consumers on both sides of the border are being exposed to the same messaging, we had to ensure the scenarios presented were relatable to all Hispanic men, not just Mexicans. We are proud of the end result and hope consumers enjoy the light-hearted nature of this campaign.”

 

      • Brooklyn Nets
        The Brooklyn Nets are planning to launch a Spanish-language website for next season.“Next season we want to launch a Spanish-language website that’s separate from the NBA,” said Elisa Padilla, vice-president of marketing for the Nets and Barclays Center in an interview with www.netsdaily.com. “Brooklyn is so diverse, and we know that the Hispanic market is growing, but we also know that the Asian market is just as important, and the Russian segment.”

 

    • Deferred Action for Childhood Arrivals (DACA)
      DACA, a provider of simplified, online immigration solutions, has launched a new Spanish language version of the U.S. government’s Deferred Action for Childhood Arrivals (DACA) form on its site. This new version from Clearpath allows users to complete the DACA form in Spanish via an online questionnaire, which then inputs the data into the English version of the official form, as all forms submitted to the U.S. Citizenship and Immigration Service (USCIS) must be in English.
       
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