Univision revealed a new cross-platform campaign, “Se Habla USA,” as a way to celebrate the importance of Hispanic culture, take pride in speaking Spanish in America, and promote the value of diversity and inclusion in the country.

As a leading media company serving Hispanic America, the campaign aims to empower Latinos to be stronger advocates for themselves and their communities, and encourages them to take pride in their language and culture. With taglines such as “Spanish Speakers make America greater,” it also highlights the positive influence Hispanics have, and continue to have, in the U.S.

“It’s more critical than ever to celebrate our shared culture among all Americans and to hear their stories, to speak their languages, so our country can stand united as a diverse nation,” said Univision CEO Randy Falco in a statement. “The ‘Se Habla USA’ campaign underscores the important role that diversity plays in making America better and celebrates Hispanic America and Spanish language pride. Our company is built on the foundation of serving and empowering this community, and we look forward to strengthening our work through ‘Se Habla USA.’”

The campaign features content that will appear across Univision’s linear, digital and social channels. It includes organic integrations and segments within shows across all the company’s networks, along with grassroot activations and events featuring influential speakers.

There’s also a strong social component that encourages viewers to share why they are proud of Español and Hispanic culture using the hashtag #SeHablaUSA.

Univision launched the campaign, which will run through the fall, with a minute-long video that was introduced on air by Premio Lo Nuestro host Laura Pausini. The introduction set the stage for a special recognition of Gloria and Emilio Estefan.

“For generations, Latinos have embodied the values that make this nation so unique and special – they dream American dreams and value American values,” said Univision President and COO Jessica Rodriguez in a statement. “’Se Habla USA’ will be key in promoting the immense contributions Hispanics have made to American culture, business and beyond that have long been overlooked and will seek to positively influence the narrative that exists around Hispanic culture in America.”

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