We’re very proud of our latest campaign, which we launched earlier this month in collaboration with La Colectiva de Mujeres at La Raza Centro Legal and the Labor Occupational Health Program at UC Berkeley, all made possible by a grant from the New Routes to Community Health program.

As you can see, it features portraits of the members of La Colectiva in outdoor advertising that’s running throughout San Francisco, and it’s designed to change perceptions about domestic workers while it produces more work for La Colectiva and more members, too. Reminding employers of domestic workers about the importance of that work– cleaning and organizing their homes, caring for their families– reminds them that is dignified work worthy of respect. Domestic work means a solid job for many immigrant women in San Francisco, and the campaign is designed to highlight the mutual benefits both employer and employee receive. The stunning portrait photography by Joseph Cultice only reinforces the immense strength and dignity of the women of La Colectiva.

All of the messaging for the campaign, and the strategy, was developed in close collaboration with the women themselves through a series of meetings over the past year, and capacity building for both nonprofit organizations involved was a big part of the project.

In addition to the outdoor advertising, Underground also produced small-format posters and postcards, which members are placing at homes and businesses throughout San Francisco, a brochure that facilitates dialogue between worker and employer and explains the mission of La Colectiva, and the campaign website.

The campaign has already gathered positive news media attention from outlets such as KQED, Univision, and KPIX, as well as the New York Times and In These Times, and many of the women of La Colectiva have expressed their immense pride in both the strategy they helped develop and the remarkable ads we created for the campaign. ¡Viva La Colectiva!

Tags: josephcultice, lacolectiva, larazacentrolegal, lohp

This entry was posted on Wednesday, November 25th, 2009 at 1:50 pm and is filed under immigration, social justice, worker rights. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.