Univision Communications Inc. (UCI) is launching a new marketing campaign intended to unify its 60 owned stations in 19 markets and show their connection to their local communities.

The new campaign is called “Tu Gente. Tu Voz.” (“Your people. Your voice.”) It will show Univision’s stations are acting as “a champion and a voice for Hispanic America and to deliver the news and stories that matter most to them,” said Univision, according to Adweek’s TV Spy.

The campaign will first roll out in Chicago, Dallas, Los Angeles, Miami, New York and Phoenix.

“Univision’s local stations are the ties that bind Univision to Hispanic America and they help bring to life UCI’s mission of entertaining, informing and empowering the community in cities across the country,” said John Eck, Univision Communications Chief Local Media Officer, in a statement. “This campaign is a testament of the respect, trust, and strong connection we have gained with our audience, thanks to our efforts to reflect reality and call attention to the topics that matter most to our communities – from daily challenges to lifelong concerns like education, finances, immigration, and family. We serve Hispanic families, businesses, workers, professionals, entrepreneurs, and groups that make our community strong and vibrant.”

Univision on Wednesday also launched a new Los Angeles-based development and production unit called Story House, that is kicking off with a production deal with HBO.

Story House, which will be part of Univision’s recently announced Fusion Media Group, will be led creatively by producer-director Juan Rendón and overseen by Camila Jimenez Villa, president and chief content officer of Fusion Media Group. Christian Gabela will be vice president and general manager, leading strategy, partnerships and daily operations. Rendón and Silvana Aguirre will serve as Story House’s creative directors. The entire team will report to Isaac Lee, chief news and digital officer for UCI.

Story House already is producing two projects for HBO. Outpost is a ten-part series that merges experiential journalism and adventure travel. Hate in America sees Univision anchor Jorge Ramos report from the road on growing incidents of hate crimes and racism in the U.S.

READ MORE: Adweek’s TV Spy

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