To elevate the visibility and impact of the Latin American Association (LAA) one of Georgia’s largest Hispanic nonprofits. HBE developed a comprehensive media strategy targeting both Hispanic and general market audiences. This campaign helped position the LAA as a critical resource during the COVID-19 pandemic and beyond, resulting in increased community engagement, media coverage, and donor support.

Despite its long history and wide range of services, the Latin American Association (LAA) remained underrecognized both within the Hispanic community it served and among broader donor and support networks. During the pandemic, this lack of visibility became even more critical. Misinformation was rampant, vaccine hesitancy was high, and Latino communities were disproportionately affected due to socioeconomic disparities. The challenge was twofold: to elevate the LAA’s overall profile while simultaneously managing crisis communications during a public health emergency.

HBE implemented a dual-pronged media strategy which consistent of storytelling around the LAA’s services, community resources, and pandemic-related assistance, disseminated through trusted Spanish-language outlets. In addition, we generated a market outreach that included a messaging aimed at raising awareness among potential donors, partners, and policymakers, using interviews, feature stories, and event coverage. We also publicized vaccine education efforts, promoted food pantry services, and facilitated webinars with trusted figures like Dr. Carlos del Rio and state officials to build trust and combat misinformation.