AFSC Launches Hispanic Celebrity PSA Campaign Highlighting Immigrant Contributions

The American Friends Service Committee (AFSC), a Quaker organization advancing peace and justice for more than a century, has launched its first-ever Hispanic celebrity PSA and publicity campaign titled 'Immigrants Make Our Communities Stronger.' This bilingual, nonpartisan initiative enlists trusted voices from across entertainment and activism to uplift the dignity of immigrants, spotlight their contributions, and counter harmful narratives with truth and pride.

Immigrants, especially Latino immigrants, represent a driving force of America's economic growth, social fabric, and cultural vitality. Nearly half (47.6%) of the U.S. foreign-born workforce is Latino, driving key sectors, while Latinos overall, including both U.S.-born and immigrant populations, are responsible for 80% of the U.S. labor force growth. The campaign aligns with the culmination of Hispanic Heritage Month and will run through year-end, aiming to humanize immigrant communities while advocating for more equitable immigration policies.

Brian Minter, chief marketing & communications officer for AFSC, emphasized that 'immigrants make our communities stronger – neighbors, coworkers, students, and business owners' but noted that 'right now, immigrants are being detained and disappeared, tearing apart families and neighborhoods. Across the country, government raids are disrupting our communities – and creating a culture of fear.'

The campaign features prominent cultural leaders including American activist Dolores Huerta, actors Melissa Barrera, Tonatiuh, and Mishel Prada, Grammy-Award-winning recording artists Los Tigres Del Norte, Ozomatli's Wil-Dog Abers, Latin Grammy-Award-winning Chiquis, and recording artist Marisela, as well as Spanish-language television journalist Daniela Ganoza, and radio and TV personalities Don Cheto and Said Garcia Solis. These participants center their messaging on personal stories, cultural pride, and community contributions to shift the national dialogue.

Tonatiuh shared his personal connection to the campaign, stating 'My mother came to this country not knowing the language and without a roadmap. She faced an impossible task and persevered, from working at a drive-thru to opening two businesses and raising a family. Because of her determination, I went from a public school to leading a Hollywood film. Our story isn't unique; it's the story of countless Americans before us.'

The economic impact of immigrants is substantial according to campaign data. Latino immigrants represent 52% of all Latino-owned employer businesses, with Hispanic-owned firms employing 3 million workers nationwide. Latino-owned businesses grew by 44% between 2018 and 2023, far outpacing their non-Latino peers. Immigrants paid $579 billion in U.S. taxes in 2022, including $96.7 billion from undocumented immigrants, most of whom are from Latin America. More than 500,000 Hispanic immigrant workers support U.S. agriculture, while Latinos comprise 1 in 4 workers across the food manufacturing, wholesale, and service industries.

Dolores Huerta emphasized that 'immigrants aren't just part of America's story; they are central to its success' while addressing concerns about targeting of immigrant communities. Melissa Barrera added her perspective as 'a proud Mexican actress working and living in the U.S. for many years,' noting she has 'witnessed firsthand the strength, resilience, and beauty that immigrants bring to this country.'

The bilingual PSA and campaign content will be distributed across traditional and digital media, social media, strategic media partnerships, AFSC's own communication networks, and those of allied organizations. By leveraging the cultural power of Latinx celebrities and influencers, AFSC's campaign aims to deliver a values-driven, emotionally resonant message that immigrants fundamentally strengthen American society. Additional information about the campaign is available at https://afsc.org/stronger-immigrants.