Walton Isaacson Turns Ignorance Around with True Stories of Latinos

In response to the often divisive rhetoric from presidential candidate Donald Trump and others on the campaign trail, the CHIRLA Action Fund has launched the 'Turn Ignorance Around' campaign to fight back and set the record straight about the many positive contributions made by Latinos from all walks of life.

The 'Turn Ignorance Around' campaign, created pro bono by full-service advertising and marketing agency Walton Isaacson, Los Angeles, flips the script on racist stereotypes with dual-sided t-shirts that serve to reveal the true stories about their wearers.

A video illustrates the message, with Latinos wearing t-shirts that read, for example:

- I’m a Trafficker” (front), with “A Trafficker of Knowledge, I’m a Teacher and I’m a Latina” (back)

- I’m a Killer” (front), with “I’m a Killer of Fires, I’m a Fireman and I’m a Latino” (back)

- I’m a Dealer” (front), with “I’m a Dealer of Care, I’m a Nurse and I’m a Latina” (back)

Walton Isaacson developed the strategy and creative for the video, website, social media campaign and t-shirts, with an activation planned for the 10th anniversary of the historic immigrant rights event 'La Gran Marcha,' which will take place in Los Angeles on May 1st.  T-shirts will be available through the website and given away at the May 1st event.  

CHIRLA ActionFund speaks up for full inclusion of immigrant families in Los Angeles, and is part of the Coalition for Humane Immigrant Rights of Los Angeles (CHIRLA).  Formed in 1986 to advance the human and civil rights of immigrants and refugees in Los Angeles, CHIRLA seeks to promote harmonious multi-ethnic and multi-racial human relations, and uses coalition-building, advocacy, community education and organising to empower immigrants and their allies to build a more just society.

“CHIRLA Action Fund shines a light in the shadows, exposing our broken immigration policies and empowering immigrant families,” said Martin Cerri, group creative director, Walton Isaacson, who spearheaded the effort.  “This campaign supports their mission by literally turning ignorance around and telling the truth about who Latinos really are in this country.”

“Our agency understands the power of celebrating diverse cultures.  It leads to innovation, promotes compassion and honors the tremendous contributions that Americans and immigrants have made to help build our great nation, so this is personal to all of us. ” said Aaron Walton, cofounder, Walton Isaacson.  “This is a powerful message that must be heard. Divisive hate speech on the campaign trail can’t be allowed to control the narrative about America’s vibrant multicultural citizens."

“There’s an urgent need right now to speak the truth and confront negative racial stereotypes,” said Cory Isaacson, cofounder, Walton Isaacson.  “We leapt at the opportunity to help CHIRLA Action Fund combat the growing chorus of racial intolerance and tell the real story of real Latinos who make positive contributions to our society every day.”