El Tiempo Latino tilts owned platforms 2.7 degrees to advocate for action against climate change among U.S. Latinos

El Tiempo Latino, an award-winning Spanish-language national news media company based in Washington D.C., and MEL, a leading Hispanic integrated communications agency, have united to launch an advocacy platform named Tiempo de Acción. The inaugural focus of this initiative is climate change, aiming to shed light on how this global crisis disproportionately affects Latino populations across the United States.

The climate change campaign, structured in three phases, commences with a series of Spanish-language editorial features in El Tiempo Latino, exploring the multifaceted impacts of climate change on Latino lives. As we transition into Earth Month, the campaign’s second phase unveils a visually striking creative concept: a 2.7-degree tilt across El Tiempo Latino’s newspaper cover, website landing page, and social media platforms.

Marcos Marín, CEO of Tiempo Company, underscores the pivotal role of Latino perspectives in the global discourse on climate change. “Latino communities often bear the brunt of environmental crises, yet misinformation remains a significant barrier to mobilizing action within these communities,” Marín notes. “Through Tiempo de Acción, we aim to bridge this gap, equipping Latinos with accurate information, particularly in Spanish, to understand and address the pressing challenges posed by climate change.”

The symbolic 2.7-degree tilt in El Tiempo Latino platforms represents the critical threshold in global temperature rise that could have profound implications for Latino communities. According to the U.S. Environmental Protection Agency, 43% of Latinos are more likely to live in areas with the highest projected reductions in labor hours due to extreme temperatures with a 2.7-degree Fahrenheit of global warming. From rising sea levels to more frequent extreme weather events, even a seemingly minor temperature increase can trigger significant environmental and agricultural disruptions as well as alarming consequences in wildlife habitats.

“We are committed to amplifying the alarming impact that even a slight temperature shift of 2.7 degrees can have on our planet. Addressing climate change and mitigating its effects are essential steps towards securing a sustainable future for all. Capturing attention in the current media landscape is challenging, which is why we hacked screens and consumer news with a visually striking 2.7-degree tilt concept. This unconventional approach serves to underscore the urgency of climate action within the Latino community,” elaborated Danny Alvarez, Executive Creative Director of MEL.

The campaign’s third phase will culminate in a live event in Washington, D.C. on June 5, 2024, coinciding with World Environment Day. This event will convene climate experts, policymakers, academia and business and community leaders to facilitate dialogue on climate change, amplifying Hispanic voices and advocating for inclusive, equitable solutions. As underscored by the 2024 Edelman Trust Barometer, climate change ranks among the top three concerns for Latino communities in the U.S., highlighting the imperative to amplify diverse voices in shaping effective responses to this global challenge.

Tiempo de Acción aspires to serve as a central hub and trusted resource, empowering Latinos to leverage their influence for positive societal change. By fostering awareness, dialogue, and collaboration, this initiative seeks to mobilize Latino communities towards collective action on critical issues like climate change and others. The collaboration between Tiempo Company and MEL, announced in February 2024, reflects a shared commitment to fostering trust in Latino media amidst times of uncertainty and upheaval. This partnership underscores a collective effort to elevate Latino voices and drive meaningful impact through strategic advocacy initiatives.