Campaign launches to paint ‘accurate narrative about Latinos’ in Arizona

PHOENIX — A national campaign aimed at highlighting the contributions Latinos make in Arizona and other parts of the United States launched in Phoenix this week.

The campaign — Count on Us — will be lead by UnidosUS, the nations largest Latino civil rights and advocacy organization.

“This new campaign, Count On Us, is an accurate narrative about Latinos in America and in Arizona,” Janet Murguia, the group’s president and CEO, said at a campaign launch event at the Arizona Science Center on Tuesday. “It’s a celebration of our contributions.”

Murguia pointed to data that shows Latino-owned businesses employ nearly 1 million Arizonans.

She also noted Latino immigrants in Arizona pay $2.4 billion in state taxes every year.

“Across the nation and here in Arizona we know that more than 70% of essential workers are Latinos, and they work in sectors, such as healthcare, emergency services, retail, agriculture and other fields that keep our country and our communities going strong,” Murguia added.

The campaign is also meant to raise awareness of the barriers holding Latinos back from accessing opportunities and tools, Murguia said, adding that “we all need to build good lives for our families and give back to our communities.”

Those barriers include lack of affordable housing and not having access to health insurance.

“Count on Us” will be advertised on television ads and billboards throughout Arizona. It will feature Latinos from Arizona, including a Phoenix firefighter, an elementary school district superintendent and various business owners.

Several Arizona leaders spoke in support of the campaign at Tuesday’s event. Among them was Monica Villalobos, president and CEO of the Arizona Hispanic Chamber of Commerce.

Villalobos said she likes that the campaign “brings well-deserved attention to Latinos’ contributions” and that it’s being launched ahead of Hispanic Heritage Month, which runs from Sept. 15 through Oct. 15.

“We’re not like the elf on a shelf that you just pull out for Christmas,” she said. “We’re here all year round contributing and adding to Arizona and its economy.”

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