La Colectiva Public Transit (BART) Ads (PDF)
Advertisements appearing on public transit waiting platforms (BART) in San Francisco, California:
La Raza Centro Legal’s La Colectiva de Mujeres launched a unique media campaign designed to improve working conditions for domestic workers and transform the perception of domestic work from undervalued “women’s work” to a respectable and important component of the economy. A billboard, BART posters and bus ads highlight the tremendous natural strength and dignity of the women, and by extension, of all domestic workers. The campaign also features ads focused on the benefits of green cleaning for both domestic workers and the families they work for, a practice in which each of La Colectiva’s members is trained. The models are members of La Colectiva de Mujeres.
Tags: domestic workers, domesticas, Latinas, social marketing
Topics: Building Community, Community Health, Immigrants, Social marketing, Work
New Routes Project: Domestic Worker Safety & Dignity Project
License: Attribution Non-commercial No Derivatives (by-nc-nd)
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© 2009, La Colectiva de Mujeres .
Watch and Listen
New Research & Recommendations
This report (PDF 3.8MB) offers guidance for community organizations and those who fund social change in how best to harness the power of local media-making for community health improvement. Spanish-language version is now available. Una versión en español de este informe esta en la web.