Avoid the clichés: A guide to inclusive and respectful Hispanic Heritage Month campaigns

¿Y dónde está mi gente? “La gente” is everywhere! They’re taking up space, building businesses, shaping culture, and making headlines. And with Hispanic Heritage Month coming up from September 15 to October 15, it’s our turn to get loud and recognize their history and contributions to culture.

After all, we can all agree that representation matters, right? People have become more vocal about giving every person a platform to show who they are. Little by little, brands have heard these demands and are increasingly showcasing their support. Depicting and respecting marginalized communities benefits us all, so let’s all try harder.

Aquí vamos a hablar de cómo lanzar una campaña exitosa para Hispanic Heritage Month. Una campaña que deje de lado estereotipos negativos y celebre esta belleza cultural que enriquece a la comunidad mundial.

(Translation: Here, we’re discussing how to create a successful Hispanic Heritage Month campaign. A marketing campaign that leaves harmful stereotypes behind and celebrates the cultural beauty that enriches the global community.)

Ready? Vamos!

Latinx people are here, and they’re here to stay. They’ve already contributed so much to the global landscape. Their influence is visible in every aspect of life (from certain vocabulary to culture, music, politics, economy, etc.). Why wouldn’t you want to recognize that?

However, slapping a sombrero on someone and having them eat tacos isn’t enough. Those surface-level posts or generic cultural references are merely performative marketing. And people can see right through them.

Moreover, those lazy campaigns are risky because, in a way, they shape how others perceive a particular group. Consciously or unconsciously, they perpetuate those harmful stereotypes and oppress marginalized communities.

Hispanic Heritage Month is an important event, starting in mid-September to mark the time of year when many Latin American countries declared their independence, and ending in mid-October to celebrate Día de la Raza on October 12.

And hey, if nothing else, this community makes up a strong chunk of the market. According to Nielsen, Hispanic people have over $2.7 trillion in buying power in the U.S. alone. And Adweek reports that 87% feel businesses that make a sincere effort to be part of or invest in their communities deserve their loyalty. So let’s take this opportunity to celebrate their contribution.

Sometimes, starting from the negative and moving toward the positive is better. “Being scared straight”, if you will. So let’s talk about what could make you fail miserably in your attempt to create a campaign for Hispanic Heritage Month that connects.

First and foremost: not all Hispanic people are Mexicans. This is THE deadly sin in terms of Hispanic representation. There are 21 Hispanic countries in the world. And while we’re at it, not all Latinx people are Hispanic, and not all Hispanic people are Latinx. There’s a big crossover, but “Hispanic” is a definition based on language, while “Latinx” is about geography.

Basically, overgeneralization or treating Hispanic/Latinx culture as monolithic says that you’re not interested in learning or building a more profound relationship. It’s not a one-size-fits-all buffet. There are different accents, foods, vibes. Treat them like the individuals they are.

The Clueless movie perfectly depicts this sentiment in this scene, in which Cher Horowitz thinks her Salvadoran cleaning lady is Mexican. Watch and learn from her mistakes.

Stereotypes exist for a reason. It’s not possible to know everything about everyone. Stereotypes help us get an idea about a specific person or group of people so that we can act accordingly. But don’t reduce people to a few tropes.

The Guardian shared a 2023 report by University of Southern California that found that, in film, 24.4% of Hispanic/Latinx leads were depicted as immigrants and low income. More than half (57.8%) were depicted as criminals. 40% were portrayed as angry or temperamental, and 31.1% were sexualized.

Reproducing stereotypes without acknowledging the situation can only create more separation and otherness. Plus, putting groups of people into a box limits their possibilities and forces them to work extra hard to break out of the ideas others have of them. So let’s work to break out of those boxes and recognize the full, complex humanity of the people we’re talking about.

If you’re only showing up for Hispanic Heritage Month, you’re just checking a box. It’s tokenism with a deadline.

Hispanic identity, culture, and contributions don’t disappear after October 15, and neither should your interest in uplifting them. Inclusion means showing up year-round: in hiring, in creative collaborations, in storytelling, and in your actual marketing budget.

Speaking of tokenism: Cinco de Mayo. It became an incredibly successful beer campaign, but it’s not rooted in Hispanic culture or traditions (no, it’s not Mexico’s Independence Day — it commemorates the Battle of Puebla, and it’s not a big deal in Mexico). But more so, it’s a marketing endeavor that reduces Mexican culture to fiestas and drinking, all with the end-goal to sell products, not educate or honor.

English ads with bad Spanish or that use “Spanglish” without much thought or cultural fluency can be discouraging. This is especially true considering there are so many talented Hispanic polyglots available.

To be fair, Hispanic people have many ways of speaking Spanish. For example, Cubans may have trouble understanding some of what Chileans say, as we all do (inside Latinx joke, don’t get mad).

But back to it: Spanish can vary greatly, even within one country. Understandably, this makes translating into Spanish kinda tricky. But even so, that’s no excuse for poor translations. 

Being neglectful will make you lose credibility with the Latinx community. Let’s take a look at this controversial example. The NFL turned its “N” into an “Ñ” for a 2022 Hispanic Heritage Month campaign. However, Ñacional is not a word. Furthermore, some people took it as a disregard of the power of the letter “ñ” (which is not just an “n” with decor). 

By the way, nobody says “No problemo.” It’s fun, and you can use it, but it’s not real Spanish.

Again, the Latinx community is vast, and it’s got talent coming out the wazoo (Frida Kahlo, anyone?). Not allowing them to participate in projects (especially those that represent them or at aimed at them) is no bueno (that’s another example of a poor translation). It keeps people in the dark, hiding their visibility. 

Likewise, pushing them aside can harm those projects, since they’re losing out on the richness that can come from Latinx perspectives and stories.

Sorry to say: Al Pacino is a great actor, and Scarface is a mindblowing movie. But to have him playing a Cuban man? Sus. Give the Latinx community space.

OK, now that we’ve got that out of the way, explaining the dos will become much easier. Here we go.

No last-minute Taco Tuesday brainstorms. Good stories take time. Give yourself the breathing room to do it right. Start early and plan intentionally to put thought into your Hispanic Heritage Month ideas and minimize the “don’ts.”

Plus, it will give you a chance to consult with leaders and team members from the Latinx community, who will eagerly pull your hair when you’re not representing them properly.

Unfortunately, rushing is all too common in marketing, and procrastination is a death trap. Make this the time you’ll break the cycle to avoid clichés and produce quality content.

Here’s a big Hispanic Heritage Month idea: find and uplift stories from employees, creators, and community partners. This is the time to be quiet and let others talk for a while. Because, in reality, while your take on other people’s experiences may be valid (to a point), it shouldn’t overshadow the people who lived them.

Shift the focus toward thought leaders, organizations, influencers or creators that brands can follow to stay informed year-round. Share Hispanic Heritage Month events so people can stay in tune with what’s happening. Particularly this year, when diversity is under attack, have the courage to double down on celebrating it.

In 2022, Meta launched Pa’ Mi Gente, a space for sharing the realities and experiences of Hispanic and Latinx creators. It worked: people are hungry for activation and authenticity.

Speaking of which, authenticity is the name of the game. The content diversity in the stories you share needs to feel relatable enough to create a connection with the audience. Remember that these stories will evoke emotions, making them more successful (and shareable).

You don’t know everything about Hispanos just because your favorite character growing up was Speedy Gonzales. And while you may be tempted to share that “Hispanic Heritage Month image,” don’t do the community a disservice by sticking to that idea.

Instead, showcase the depth and diversity of the Hispanic/Latinx experience. Look for complex characters who can portray the differences and similarities among this diverse community.

And while we’re at it, focus on elevating cultural complexity. There’s a wide spectrum of Hispanic identities (e.g. Afro-Latinx, indigenous roots, LGBTQ+, etc.). Not everyone looks, speaks, or lives the same. That’s the beauty of it. Celebrate it.

This IG post by GarnierUSA touches on a very personal subject: Latin hair. They redefine what “good hair” is and embrace the different textures, types, colors, and lengths of hair within the Latinx community.

Words matter, especially when you’re trying to show respect. Terms like Latino, Latina, Latinx, Latine, or Hispanic all carry different meanings and histories, and not everyone uses them the same way. Take time to understand the context and what your target audience actually prefers.

The best approach? Be specific when you can (i.e. “Puerto Rican artists” or “Colombian creators”) and inclusive when you need to be. Whatever you choose, say it with intention.

And once again, run your copy by a fluent speaker. Please. A misplaced tilde or a clunky Spanglish phrase can instantly deflate even your best efforts. 

One month isn’t enough. And it shouldn’t be the only time Latinx identity shows up in your strategy.

Instead of being seasonal, be consistent and treat it like a long-term relationship. Feature Latinx voices in February, April, and August. Collaborate with Latinx creators when it’s not “trendy.” 

Moreover, think bigger than the marketing calendar: consider mentorship programs, supplier diversity efforts, collaborations, and campaigns rooted in cultural relevance.

The best campaigns build trust over time. When brands keep that same energy all year, people notice.

For example, Ceremonia is an “Award-winning clean hair care inspired by Latin rituals.” They know who they are, and they strive to represent and help the community. All day, every day.

Any questions? Ask the community. It’s not “extra work.” It’s smart collaboration. Simply talking to Hispanic and Latinx marketing consultants, authors, or community groups will help you steer the boat in the right direction. They’ll be more than happy to be included in the conversation.

Better yet, share your platform. Hand over the mic. Shed the spotlight on thought leaders who can offer guidance or inform you and others about Latinx culture, stories, and experiences. This reinforces loyalty and actual connection.

CasaTikTok is the official channel for Latin creators from Canada and the US. Members from the community can upload their stories and share them with the audience. In this example, Daniel Romeo talks about his unique experience as an Afro Latino, highlighting a perspective that’s not talked about enough.

Nowadays, if you want a successful campaign, you need to keep people and the audience engaged. Use hashtags, encourage others from the community to share their stories, or make an impression that people will want to share. If Latinx people feel touched or appropriately represented, they will share your content and help you reach your goals.

But what does it all look like? If you’re overwhelmed or lost, aquí tenemos algo de inspiración sobre successful Hispanic Heritage Month campaigns. 

Your last name holds a lot of your story and culture. Coca-Cola recognized this and created this campaign that focused on the pride Latinx people feel in their family names. Participants applied temporary tattoos of their surnames (from limited-edition Coke cans) and shared personal stories about what their names mean to them.

Why it worked:

“Come With Us” is a bilingual, company-wide campaign launched by Comcast NBCUniversal and Telemundo for their Hispanic Heritage Month events. It celebrates the contributions and stories of Hispanic and Latinx audiences across NBCUniversal’s platforms, inviting viewers to join (“come with us”) in recognizing the multifaceted identity of over 62 million Hispanic people in the U.S. 

Why it worked:

This emotionally resonant short film invited viewers to “Tell Me More” (“Cuéntame Más”) around the dinner table. It highlighted family-level storytelling as central to Latinx culture and explored how sharing food and stories deepens bonds, airing widely with Hispanic Heritage Month images.

Why it worked:

Honestly, Latinx representation and inclusion in the media and marketing is a never-ending subject. We could be here all day, and share a ton of facts around Hispanic History Month campaigns. But let’s focus on the gist of it:

Another thing, amiguito, remember that representation isn’t a trend. Make inclusive branding part of who you are.

And hey, are you prepping to put together a kickass Hispanic Heritage Month campaign? Rely on Envato. It’s a platform full of premium digital assets (including Hispanic Heritage Month images for your campaign). For a low monthly subscription, you get access and unlimited downloads of millions of items (stock photos, logo templates, royalty-free music, and much more).

If you need extra help, no sweat. Envato has AI tools specifically made to put all of your Hispanic Heritage Month ideas together and bring them to life (image, video, graphics, voice, music, and inspiration generation). Plus, they’re all included with your subscription (except for Enterprise accounts). So you have everything you need to create a top-notch, inclusive, and respectful Hispanic Heritage Month campaign.

Learn more about diversity in design and creating social media campaigns.