The World Financial Discussion board states ladies made up practically 50% of U.S. entrepreneurs in 2022. Though there are two million Latina-owned small companies within the nation beginning extra companies per capita than some other racial group, there are nonetheless challenges with regards to funding, assets and total help.
This is the reason emprendedoras—ladies entrepreneurs—had been the main target of this 12 months’s Hispanic Heritage Month marketing campaign by UPS. The worldwide transport firm celebrated the tales of 4 Latina enterprise homeowners who accomplice with UPS for product distribution, along with commissioning paintings by world-renowned illustrator Mar Figueroa for limited-run packaging that spotlighted the energy of emprendedoras.
“Latina entrepreneurs completely signify what it means to be proudly unstoppable,” Kellie Streat, director of U.S. digital advertising and model partnerships at UPS, advised Adweek. “Breaking boundaries and actually creating alternatives and forging their very own paths.”
Las jefas
The principle spot opens with one of many 4 entrepreneurs packing up her merchandise within the HHM limited-run UPS field whereas asking the viewer “Who’s making small companies larger than anybody else? Las jefas.”
Highlighting homeowners of companies throughout hair care, sustainably sourced vogue and purses, the video transitions from one proprietor to a different confidently stating what it means to be a jefa all of the whereas showcasing their merchandise being packed and entrusted within the care of UPS.
The packaging options Figueroa’s paintings solely for this initiative. La Montaña–the mountain–on UPS Categorical packing containers shall be out there by means of October till provides final.
“In La Montaña, the heroine stands at a colossal scale – prepared,” Mar stated. “I hope that when individuals expertise this marketing campaign, they really feel celebrated for his or her journey or impressed to take step one.”
No translators wanted
The marketing campaign is a part of the Proudly Unstoppable bigger initiative, UPS’s recurring marketing campaign that celebrates diverse-owned small companies and the futures they’re constructing. The HHM spot was created in partnership with The Martin Company and DLA Movies, each of whom had multicultural expertise working collectively behind the scenes.
“For us, earlier than collaboration comes illustration. What we at The Martin Company, and what our shoppers at UPS, perceive is that if you champion a group, you want individuals from the group to be concerned within the course of,” acknowledged Frederick Nduna, artistic director at The Martin Company. The company group for the marketing campaign included Latinx copywriters, producers and creatives.
