P&G’s Orgullosa Launches the Nueva Latina Campaign

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Procter & Gamble’s Orgullosa program – a platform created in 2011 to celebrate, empower and fuel Latinas’ accomplishments and dreams – unveiled its Nueva Latina campaign, a first-of-its-kind initiative that empowers women to define what it means to be a bicultural, modern Latina – the Nueva Latina. As part of the launch, Orgullosa debuted its production of the Nueva Latina Monologues in New York City which personifies the unique and complex Latina experience in the U.S. Orgullosa teamed up with popular Latina director and writer, Linda Nieves-Powell, to bring to life some of the real-life stories, topics and cultural themes that surround today’s Latina in an effort to spark national dialogue and participation via its online community.

“I wanted to capture the evolution and journey of this woman, from her cultures colliding while growing up, to her triumphs in successfully balancing the two worlds. Ultimately, it portrays that today’s Latina is proud of who she is and is fully embracing her dual lifestyles”

The Event
The campaign kicked off at the Helen Mills Theater where it celebrated with over 100 VIP guests in attendance. Guests were treated to an exclusive “Chicas Night Out” experience filled with entertainment, unlimited access to a beauty bar where stylists touched up hair, and special beauty care sampling of Olay®, Venus®, Clairol and Pantene® products, among other gifts. Special guests, Roselyn Sánchez and La La Anthony, were present as honorary guests and shared their personal anecdotes as bicultural Latinas.

“I’m so happy and honored to celebrate what it means to be a Latina of today. As Latinas we have so much cultural pride on where we come from and where we are going,” said Sánchez. “It’s important to be able to share our blended cultures with others. It makes me proud to highlight everything that makes us unique and everything that we have accomplished as a community.”

The Nueva Latina Monologues
Orgullosa recognizes that while there is a lot of pride in being a Latina, women experience ongoing “cultural cross roads” that aren’t always defined. With the help of Nieves-Powell, director and producer of award-winning plays and short stories, Orgullosa personified the Latina experience through a scripted performance that conveyed emotion, comedy and authenticity on culturally-relevant themes that aren’t widely discussed.

While the U.S. Latina experience is vast and broad, Nieves-Powell focused on developing scripts that reflect topics and themes that many bicultural women could identify with and rally behind such as: the blending of two cultures, balancing family expectations and traditions, sustaining language and breaking Latino cultural idiosyncrasies and stereotypes.

“I was excited to partner with Orgullosa to give a voice to the bicultural Latina,” said Nieves-Powell. “I wanted to capture the evolution and journey of this woman, from her cultures colliding while growing up, to her triumphs in successfully balancing the two worlds. Ultimately, it portrays that today’s Latina is proud of who she is and is fully embracing her dual lifestyles,” added Nieves-Powell.

The Campaign
Through its Nueva Latina campaign, Orgullosa aims to showcase the diversity of the Hispanic experience by soliciting real-life testimonials from its online community. It also celebrates the undeniable bond that Latinas share as “mujeres con La Falda Bien Puesta™”, which literally translates to “women who have their skirts well placed” – or women who don’t settle for walking the same path, but make a new one every day.

A recent study conducted by ORC International on behalf of Orgullosa found that while almost all Latinas (98 percent) are proud of their culture, an overwhelmingly 89 percent of those surveyed feel equally as American as they do Latina. However, a little over half (54 percent) feel that media portrayals of modern bicultural Latinas are not accurate representations; and over half (57 percent) feel that being a bicultural Latina can sometimes be stressful.

“At P&G, we understand that there is no singular definition to describe the Latina experience or her ongoing efforts to balance two cultural worlds,” said Luis Restrepo, Brand Manager for Orgullosa. “The Nueva Latina campaign offers a unique forum for Latinas to discuss their own opinions, observations and even share stories of their own experience through the Orgullosa community.”

To support its Nueva Latina campaign, Orgullosa activities will include:

  • Providing exclusive online access to the Nueva Latina Monologues via its Orgullosa Facebook page that will be supported by key activations to mobilize participation starting the week of March 17th
  • A special showing of the Nueva Latina Monologues at Hispanicize — the iconic, largest annual event for Latino trendsetters and newsmakers in social media, journalism, advertising, PR, film, music and innovation
  • Debut of Orgullosa’s blogger ambassadors to support Nueva Latina initiatives: Queen of Swag (Los Angeles), Traveling Latina (Chicago) and Mama Contemporánea (New York)
  • Integrated print and online media partnerships that celebrate everyday inspirational women that embody the Nueva Latina spirit
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Categories: NGL News

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