The American Friends Service Committee (AFSC) has launched its first Hispanic celebrity public service announcement campaign titled "Immigrants Make Our Communities Stronger." This bilingual, nonpartisan initiative features trusted voices from entertainment and activism to uplift immigrant dignity and counter harmful narratives with factual information about immigrant contributions. Nearly half (47.6%) of the U.S. foreign-born workforce is Latino, driving key sectors of the economy, while Latinos overall account for 80% of U.S. labor force growth.
"Immigrants make our communities stronger – neighbors, coworkers, students, and business owners," said Brian Minter, chief marketing & communications officer for AFSC. "But right now, immigrants are being detained and disappeared, tearing apart families and neighborhoods." The campaign features prominent cultural leaders including activist Dolores Huerta, actors Melissa Barrera, Tonatiuh, and Mishel Prada, Grammy-winning artists Los Tigres Del Norte, and other influential Hispanic figures. "Immigrants aren't just part of America's story; they are central to its success," said Huerta, co-founder of the United Farm Workers and founder of the Dolores Huerta Foundation.
Economic data reveals significant immigrant contributions: Latino immigrants represent 52% of all Latino-owned employer businesses, with Hispanic-owned firms employing 3 million workers nationwide. Latino-owned businesses grew by 44% between 2018 and 2023, far outpacing non-Latino peers. Immigrants paid $579 billion in U.S. taxes in 2022, including $96.7 billion from undocumented immigrants, most from Latin America. Essential industries rely heavily on immigrant labor, with more than 500,000 Hispanic immigrant workers supporting U.S. agriculture and Latinos comprising one in four workers across food manufacturing, wholesale, and service industries.
Actor Tonatiuh shared his family's story: "My mother came to this country not knowing the language and without a roadmap. She faced an impossible task and persevered, from working at a drive-thru to opening two businesses and raising a family." The campaign aligns with Hispanic Heritage Month and will run through year-end, aiming to humanize immigrant communities while advocating for more equitable immigration policies. Bilingual content will be distributed across traditional and digital media, social platforms, and through AFSC's communication networks at https://afsc.org/stronger-immigrants. By leveraging cultural influencers, the campaign delivers a values-driven message that immigrants strengthen American communities through their economic contributions, cultural vitality, and personal resilience.
