U.S. HISPANIC Versión en español
BODEN Agency’s Abuela-Approved AI Campaign Bridges Tradition and Technology for Latina Moms
Liz Unamo| 24 de abril de 2025
Sara Garibaldi, President of BODEN Agency
BODEN Agency has successfully launched the Abuela-Approved AI campaign, demonstrating the power of culturally resonant communication in the technology sector. The campaign, developed in collaboration with Microsoft, strategically positions AI as a supportive tool for Latina mothers, drawing on the trusted figure of the abuela (grandmother).
The core insight behind Abuela-Approved AI stems from the growing integration of AI into the parenting support systems of Latina mothers. A recent survey revealed that an impressive 56% of Latina moms who utilize AI consider it a valuable asset within their parenting network. This highlighted a unique opportunity to showcase AI not as a replacement for traditional support but as a complementary resource, akin to the wisdom and guidance passed down through generations.
The concept of featuring abuelas emerged from the deep-rooted cultural reliance of Latina mothers on their own mothers and grandmothers for parenting advice. By thoughtfully pairing the time-honored wisdom of abuelas with the efficiency and accessibility of AI, the campaign effectively bridges the gap between tradition and modern technology, making AI more approachable and relevant to this key demographic.
BODEN Agency played a pivotal role in every stage of the Abuela-Approved AI campaign, from initial conceptualization to final execution. As a PR-led initiative, BODEN spearheaded the creative strategy in close partnership with Microsoft’s communications team. Leveraging their deep expertise in multicultural marketing, BODEN ensured the campaign resonated authentically with Latina mothers and the broader community. The agency meticulously curated every detail, from the culturally rich décor of the immersive launch event in New York City to a targeted and personalized media outreach strategy across diverse news platforms.
Sara Garibaldi, President of BODEN Agency, emphasized the campaign’s success in building trust: “We firmly believe that the ‘Abuela-Approved’ approach has been instrumental in fostering greater confidence in AI. Our primary goal was to demonstrate to mothers that Copilot can be a reliable source of support in their daily lives. We were heartened by the feedback from both mothers and abuelas who were genuinely surprised and delighted by the myriad ways Copilot could assist them.”
The campaign highlights how AI tools are proving invaluable in assisting Latina mothers with navigating bicultural parenting challenges, managing household responsibilities, and supporting bilingual language development. The technology’s 24/7 availability, emphasis on privacy, and culturally relevant assistance address crucial needs identified in the survey among mothers balancing traditional expectations with the demands of modern life.
Reflecting on the key takeaways from the campaign, Garibaldi stated, “A significant lesson we learned is the undeniable power of grounding our communications in profound cultural understanding. By investing the time to truly understand our target audience, particularly Latina mothers, we were able to craft a campaign that felt both genuine and impactful. Our inherent cultural fluency allowed us to connect with this vital community in a way that felt natural and relatable. The campaign successfully positioned Microsoft Copilot not just as a technological tool, but as an additional layer of support that mamas can truly rely on. This intentionality deeply resonated and ensured the message was received authentically within the community.”
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