Target partners with four Latino celebrities to launch 2009 ‘Dream in Color’ Hispanic CSR campaign celebrating diversity
MINNEAPOLIS, MN – Target has partnered with four Hispanic influencers to celebrate Hispanic Heritage Month with its annual Dream in Color initiative, which celebrates diversity. The new 2009 marketing campaign features music sensation Luis Fonsi, NASCAR driver Juan Pablo Montoya, actress Elizabeth Pena and for the first time, Target is honoring a local Hispanic community leader and role model, school principal Lillian Ortiz of PS 155 in East Harlem, New York.
The 2009 dreamers were selected by Target for their compelling and encouraging stories and their passion to inspire greatness in others. The Dream in Color campaign recognizes these extraordinary individuals by creating a series of moving broadcast spots and online videos at www.target.com/dreamincolor. These videos capture the dreamers’ personal trials and are created to motivate others to set and achieve their personal goals this fall and all year long.
“Each year, through our Dream in Color campaign, we have the opportunity to reflect on the diversity of our guests, as well as the U.S. as a whole,” said Greg Cunningham, group manager, marketing, Target. “This year, we not only get the opportunity to honor well-known national Hispanic influencers, but also get to share the inspirational story of a local community leader, whose message teaches others that when we dream there are no boundaries.”
All of the individuals featured in the Target Dream in Color campaign have personified enthusiasm and drive. No matter their backgrounds, they all share a similar goal in reaching their highest potential. Whether Luis or Lillian from Puerto Rico, Juan Pablo from Colombia or Elizabeth from Cuba; each dreamer has overcome hardships in order to establish a successful life in the U.S. and pursue their passions; be it music, racing, acting or teaching. It is because of this that Target celebrates their accomplishments in hopes that they will inspire others to greatness.
As part of the Dream in Color program, Target partnered with the Smithsonian Institution to offer free online lesson plans, resources, curriculum ideas and activities for educators of elementary, junior high and high school students to further encourage classroom celebrations (Scholastic.com/dreamincolor).
In 2009, other Target Dream in Color storytellers have included Holly Robinson Peete, India.Arie, Bethann Hardison, Thelma Golden, Ming Tsai and Beth Takekawa. Additional past dreamers include Debbie Allen, Kwaku Alston, Irene Hirano, Iman, John Legend, Joy Gryson, Sylvia Woods, Emilio Estefan, Sami Hayek and Irma Martinez.
The new cast of dreamers’ capsules will be available on September 15th and can be viewed by visiting: www.target.com/dreamincolor.