A Brookings Institute study looking at geographical wealth differences between latino and white households found that the average latino household held 10 times less wealth than their white neighbors. In fact, 30% of latino adults are entirely unbanked or underbanked. How do you get ahead when you don't even have a bank of investment account?
In 2023, an inspired group of latino Fidelity employees wanted to start doing something about this financial inequity in a way that could motivate the broader community to educate and invest in itself. My team and I brought them together for an old fashioned sobremesa. Straight talk by and for latino investors.
The multi-channel campaign used long and short-form video as paid social drove to an educational hub on Fidelity.com/Mas. The result has been over $1 billion in new money across thousands of investment accounts.
My role was the lead designer and art director for the campaign. I art directed everything from the visual identity to the video shoots. I worked with writers, producers, film crew, and more to bring our vision to life.
For the visual identity, we mixed some of the more vibrant colors from Fidelity's color palette to better align with the rich and beautiful latino culture. The “scribbles” add excitement and authenticity. They were inspired by Mexican folk art and designs often found on “alebrijes” carvings.
In addition to establishing the visual identity for the campaign, I also led the development of our paid social advertising and the design of the Mas landing page. The website serves as an educational resource for the latino community, providing videos and articles on various financial topics that inspire and educate.
The sobremesa, or the time to relax at the table after a meal, was the perfect setup to spur great conversation. Each Fidelity employee brought their own unique experience and insight which led to an incredible round table talk. They discussed everything from budgeting to retirement, all against the backdrop of being latino in America. There were plenty of laughs and a few tears as they shared their life stories and the lessons they learned on how to achieve their financial dreams.
My goal for Mas con Fidelity was to simply meet the latino community where they are, amplify voices in their community, and offer Fidelity's expertise any way we can. I never wanted our audience to feel like we were selling to them. It's always been able engagement and empathy and allowing the latino voices to inspire others.
