Republica Havas Celebrates Latino Culture and Breaks Language Barriers with #SpeakHispanic Initiative

Republica Havas is celebrating Hispanic Heritage Month 2023 with the launch of #SpeakHispanic, a bold awareness initiative that bridges cultural traditions and emerging perspectives on what it means to be Latino in the U.S. today.

#SpeakHispanic is built around original, Latino-centric content –which includes cutting-edge visuals, current data points, poignant personal accounts, and spirited dialogues with cultural icons – that aims to ignite an informed and inclusive conversation transcending language barriers and debunking stereotypes to go beyond heritage, expand horizons and deep-dive into the Hispanic experience.

“With #SpeakHispanic, we’ve created a distinctly authentic portrayal of the cultural shifts and nuances that define both the individual and collective identities of Latinos today,” explained Jorge A. Plasencia, Co-Founder, Chairman and CEO of Republica Havas Group – the lead multicultural partner of global communications network Havas.

“At Republica Havas, as a culture-forward agency, we ‘Speak Hispanic’ fluently. Our multicultural DNA runs deep and rich in Latino cultural currency,” he continued. “We inherently understand that being Hispanic is not just about language; it’s about appreciating the many aspects of the culture that unify our vast community while also celebrating our individuality.”

The campaign takes a two-pronged approach to its messaging: A comprehensive presentation of informed and varied viewpoints of U.S.-based Hispanics from different nationalities, races, creeds, and generations; and an interactive platform for cultural conversations and “fireside chats” hosted by Republica leadership and creatives. The fireside chats will create dialogues with key members of the local and national Latino community – including popular influencers, celebrities, and icons who share in the Hispanic experience.

This year marks the 35th anniversary of Hispanic Heritage Month as a month-long celebration. President Ronald Reagan extended it in 1987 from the original week-long designation in 1968 by President Lyndon B. Johnson.

Representing almost one-fifth of the U.S. population, Latinos are the U.S.’s largest minority and represent the fastest-growing youth population. As such, Hispanics also command the American economy’s highest purchasing power – establishing the community’s dominance and influence on the nation’s identity.

“Hispanics’ growing presence and permanence are unapologetically reframing American culture on many levels – from family to food, arts to sports, social media to social cues,” Plasencia summed. “Decades back, Latinos were forced to assimilate. Today, they are loud and proud about embracing their heritage as part of the fabric of America’s culture. We invite everyone to join us as we ‘Speak Hispanic’.”