Partner Overview
Corazón Latino is a national non-profit organization committed to driving social and environmental initiatives that promote the stewardship of natural resources. Guided by its mission to unite individuals, organizations, and government entities for the common good, Corazón Latino embraces the ONE Health approach, which underscores the interconnection of human, animal, plant, and environmental well-being. Through this philosophy, the organization creates synergies to tackle pressing challenges like climate change while mobilizing diverse communities with passion and purpose.
Campaign Objective
Corazón Latino sought to harness soccer’s influence as a cultural touchstone to engage the community in conversations about climate action. Collaborating with Club Santos Laguna, a popular Mexican soccer team, they envisioned a series of PSAs titled “Marcando La Diferencia” to raise awareness about the impact of climate change and encourage sustainable practices. The PSAs featured Santos Laguna players Salvador Mariscal, Tahiel Jiménez, and Bruno Amione and were strategically timed to coincide with the 2024 Copa América in the United States, leveraging the tournament’s widespread appeal.
The Communications Shop was brought in May 2024 to help bring Corazón Latino’s vision for the scripts to life. Our role focused on refining and finalizing the script concepts while crafting engaging narratives that aligned with the campaign’s cultural and environmental objectives.
Strategy and Implementation
Corazón Latino arrived with a clear vision for the PSAs, including their environmental message and soccer-themed focus. The Communications Shop collaborated closely with their team to build upon this foundation, refining and finalizing the script drafts with storytelling techniques that would resonate with soccer fans.
We developed three scripts:
El Equipo de la Tierra (The Team of the Earth)
La Pasión que Respiramos (The Passion We Breathe)
El Reto se Calienta (The Challenge Heats Up)
Each script seamlessly merged soccer metaphors with climate action messaging, emphasizing teamwork, strategy, and perseverance—values shared by soccer and environmental advocacy.
Key elements included and Programmatic Impact:
The PSAs went beyond technical execution, employing culturally relevant storytelling techniques to amplify the campaign’s overarching goal: mobilizing soccer fans to take meaningful climate action. Each tactic was carefully designed to align with Corazón Latino’s mission and engage the soccer community in impactful conversations about sustainability.
Voice-Over Integration: The inspiring and relatable narration framed climate change as an urgent challenge while empowering individuals to act. By presenting sustainability as a shared responsibility, the voice-overs made the issue accessible and fostered a sense of ownership among the audience.
Player Participation: Featuring Santos Laguna players Salvador Mariscal, Tahiel Jiménez, and Bruno Amione not only added authenticity to the campaign but also leveraged their influence to build trust and spark interest among fans. This approach created a bridge between environmental advocacy and soccer culture, reinforcing and engaging diverse communities through relatable messengers.
Soccer Terminology: The creative use of soccer language (e.g., teamwork, strategy, foul, plays, and game) effectively communicated environmental issues in a familiar and culturally resonant way. By connecting climate action to the values and passion of soccer, Corazón Latino reached a highly engaged audience, advancing their mission to educate and mobilize communities toward sustainable practices
Results
While Communications Shop’s role was limited to script creation, the PSAs were produced and disseminated by Corazón Latino in partnership with Club Santos Laguna, Climate Power, Orlegi Sports, and Ganar Sirviendo. The campaign successfully aligned environmental advocacy with cultural passion, sparking meaningful conversations around sustainability within the soccer fanbase.
