At Bianca e Nero, we believe culturally competent marketing treats its target audience with respect, a respect that comes from understanding the issues, concerns and the feelings of the target market.
We also look for commonalities around which we craft our messaging. Creating a campaign based upon a universally understood message not only keeps any one population from feeling singled out, it also raises awareness among the general population of the program, helping diffuse the stigmas commonly associated with social programs. This universal message is then adjusted, only as necessary, for members of a specific group.
To help the success of our messaging and our executions, we have Hispanic copywriting resources we include as consultants early in our strategic and creative processes.