April 26, 2021

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Mayra Macias Joining Building Back Together As Chief Strategy Officer 

Initiative Will Partner With Latino Victory Project, Voto Latino, Somos Votantes & Alianza for Progress

Paid Media Initiative Will Initially Focus On AZ, FL, NV and PA 

Building Back Together is announcing today its plans for an “always-on” communications initiative focused on engaging with Latinos around a progressive policy agenda that will uplift Latino communities across the country, with an initial focus on Arizona, Florida, Nevada, and Pennsylvania. This initiative will work to build support for President Biden’s Build Back Better agenda and illustrate the direct impact it will have on the Latino community.

The initiative will focus on reaching Latino audiences through paid and earned media, and will be led by Mayra Macias, who is joining the Building Back Together as Chief Strategy Officer. Mayra previously served as the Executive Director for Latino Victory Project.

This robust effort will be in partnership with key organizations — including Latino Victory Project, Voto Latino, and Somos Votantes and Alianza for Progress in Florida — and Latino-led firms — including Mosaic, Solidarity Strategies, and Xochitl Hinojosa from Bully Pulpit Interactive. They will be joining Matt Barreto, who was announced as a Senior Advisor earlier this year and is currently President of Barreto Segura Partners (BSP Research).

“Listening to and communicating with Latinos across the country is an integral part of our agenda at Building Back Together,” said Danielle Melfi, Building Back Together Executive Director.  “Our goal is to tell the stories of Latinos who have benefitted from the American Rescue Plan and how President Biden’s policies will continue to prioritize the Latino community. That is why we are launching a constant, on-going outreach strategy focused on the Latino community, with local and national Latino partners. We are building our Latino outreach into all parts of our campaigns, and doing so from the start. ”

“It’s clear that we can and must do more to earn the support of Latinos community,” said Matt Barreto, Building Back Together Senior Advisor. “The Latino community is the fastest growing community in the country, and we see an important opportunity to partner with Latino-led organizations, firms and diverse talent to communicate aggressively how the community will greatly benefit from the Build Back Better agenda. We’ll be speaking to Latino families through the airwaves and on digital platforms about the real-world economic benefits of a progressive agenda on their everyday lives.”

This initiative is a multi-layered communication program that will place a heavy focus on digital platforms, and lift up the stories of those who have benefited from the American Rescue Plan. The initiative campaign will also look ahead to the next pieces of the Build Back Better agenda, including the American Jobs Plan, illustrating the economic impacts on Latino families. Additionally, Building Back Together will launch an initiative focused on immigration, uplifting the administration’s commitment to bringing dignity to our immigration system.

Building Back Together also goes up on social media and launches their website today at: