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P&G unveils new campaign aimed at Latinas

Procter & Gamble's Orgullosa program — a platform created in 2011 to celebrate, empower and fuel Latinas’ accomplishments and dreams — unveiled its Nueva Latina campaign. The campaign is a first-of-its-kind initiative designed to empower women to define what it means to be a bicultural, modern Latina.

As part of the launch, Orgullosa debuted its production of the Nueva Latina Monologues in New York City, which personifies the Latina experience in the United States. Orgullosa teamed up with Latina director and writer, Linda Nieves-Powell, to bring to life some of the real-life stories, topics and cultural themes that surround today's Latina in an effort to spark national dialogue and participation via its online community.

Actresses La La Anthony, left, and Roselyn Sanchez attend the debut of the P&G Orgullosa production of "Nueva Latina Monologues" at the Helen Mills Theater on Wednesday in New York.

The campaign kicked off at the Helen Mills Theater where it celebrated with more than 100 VIP guests in attendance. Guests were treated to an exclusive "Chicas Night Out" experience filled with entertainment, access to a beauty bar where stylists touched up hair, and special beauty care sampling of Olay, Venus, Clairol and Pantene products, among other gifts. Special guests, Roselyn Sánchez and La La Anthony, were present as honorary guests and shared their personal anecdotes as bicultural Latinas.

Through its Nueva Latina campaign, Orgullosa aims to showcase the diversity of the Hispanic experience by soliciting real-life testimonials from its online community.

To support its Nueva Latina campaign, Orgullosa activities will include:

  • Providing exclusive online access to the Nueva Latina Monologues via its Orgullosa Facebook page that will be supported by key activations to mobilize participation starting the week of March 17th;
  • A special showing of the Nueva Latina Monologues at Hispanicize -- the largest annual event for Latino trendsetters and newsmakers in social media, journalism, advertising, PR, film, music and innovation;
  • Debut of Orgullosa's blogger ambassadors to support Nueva Latina initiatives: Queen of Swag (Los Angeles), Traveling Latina (Chicago) and Mama Contemporánea (New York); and
  • Integrated print and online media partnerships that celebrate everyday inspirational women that embody the Nueva Latina spirit.

 

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