twenty-five day fast: helen chavez, robert f. kennedy, cesar chavez, pete cardenas, larry itliong, andy imutan, julio hernandez

Today is Cesar Chavez Day.  If you are off today from school and work to observe this holiday- most likely you live in California (or the West Coast). Cesar Chavez is the esteemed Mexican-American Farm Labor Organizer of the 60s and 70s but most notably, the face and mouthpiece of the Delano Grape Strike of 1965.

It is too easy these days to attach a movement to one face, one voice, one personality – I mean, props to CC for getting the shine of such a monumental grassroots victory of the 1965 boycott and labor strike… BUT let’s just remember exactly how deep Cesar Chavez really rolled.

Today, I am personally honoring the bravery and swagger of these men and women farm workers, union organizers and allies alike who have banded together with agency to stand in opposition to exploitation for the fair wages and dignity owed to them.

So my day in the sun is yours as well, political ancestors like Larry Itliong and Dolores Huerta.  Although I am not off today, I tribute my labor to you and all other organizers (of the Agricultural Workers Organizing Committee and the Mexican American-led National Farmworkers Association) who don’t have their own holiday.

When Underground was asked to partner with the Center for Asian American Media (CAAM) to be a sponsor of the 29th Annual San Francisco International Asian American  Film Festival, we were like giddy kids chasing fireflies. At Underground, we seek the spark- the story that ignites a mission. Imagine how vast the task can be to find the prolific story behind a stories-teller like CAAM.

Prior to embarking on the festival campaign, we were fortunate to work with CAAM on reinvigorating their  brand identity.  In that journey, together we found “Stories To Light“-a just expression of CAAM’s purpose. The festival becomes the perfect stage to roll out the meaning of this phrase- the luminosity, intensity, directions, and colors (among all other properties) belonging to Asian American stories.

On top of the festival catalog, ads, and posters, the trailer was a wonderful way to define Stories To Light.  So many stories exist in one given space/ moment/ time… which, at point blank, is exactly what the festival is. Watch the trailer here.

March 10-20, we hope to see you at the movies!

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.

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