The value of human interaction cannot be underestimated, particularly in multicultural communities that have been traditionally underserved or neglected. To these audiences, putting a human face on an institutional message is key to establishing trust and building a relationship. When that human contact is made, the fact that our multicultural team shares the same – or similar – roots and experiences is crucial to overcoming barriers. Our grassroots team brings our campaigns to life in the community centers, churches and parish halls, parks, schools and festivals of the markets our clients are striving to reach. Whether we’re putting on a contest or promotion at a baseball park in El Paso, or staging a cultural festival in a park in the Rio Grande Valley, organizing and moderating and African-American health symposium in the Houston area or supporting a diabetes even in San Antonio, our grassroots team brings one common element where it goes: passion. And it shows in the overwhelmingly positive response our efforts receive, in the way they are embraced by communities, delivering on the promise of a wonderfully executed advertising campaign and sealing the pact in the hearts and minds of an audience.
