Ben Scolaro

Services

• Creative Direction
• Photography
• Graphic Design
• Copywriting & Editing

CPLC’s 2020 campaign comes from a quote by Chicana activist Dolores Huerta: “Every moment is an organizing opportunity, every person a potential activist, every minute a chance to change the world.”

We chose this in 2019 to inspire our community to see inequity and injustice as opportunities rather than barriers. Little did we know that the greatest barrier of our generation was on the horizon: COVID-19.

CPLC converted our entire marketing strategy to adapt. Most notably, we shifted our largest fundraiser of the year, our annual dinner, from an in-person event to a virtual celebration, with proceeds supporting COVID relief. We also used the event to provide information about resources available to the community.

Our virtual event featured personal messages from political leaders, such as Assistant Speaker of the US House Ben Ray Luján and Transportation Secretary Nominee Pete Buttigieg; entertainment celebrities, such as Cheech & Chong; and community leaders, including Dolores Huerta herself. Each encouraged the Latino community to register and vote in the upcoming election.

As part of our promotional strategy, we commissioned local band The Stakes and the iconic Tower of Power horn section to record an original arrangement of the classic hit “Wake Up Everybody” and an accompanying music video, which set the tone for the event.

Event attendance exceeded our expectations, with almost 1,800 people tuning in—higher than any previous annual dinner. More impressively, we netted higher profit from this virtual fundraiser that we would normally generate for the in-person event, increasing community impact.

Additional Credits

• Bill Irwin Director of Marketing
• Veronica Carrillo Copywriter
• Miguel Montañez Production Artist
• Eric Ochoa Additional Photographer
• Revolver Creative Videography
• Reel Men Studios Videography
• The Stakes
  Music Performance & Arrangement
• Tower of Power Horn Section
  Music Performance & Arrangement
• Tempest Recording
  Audio Recording & Mixing
• Vault Mastering Audio Mastering