Three simultaneous concerts led by global superstar Shakira, will connect Latino audiences worldwide, and launch a branded movement focused on Latin America’s potential.
Latin America and the U.S. Hispanic population comprise one of the largest and most vibrant youth populations worldwide. Their impact is felt in the political, social and lifestyle realm. This presents a challenge and opportunity for governments and brands that want to inspire and engage this important generational bloc. The opportunity lies in leveraging Latino youth’s optimism, entrepreneurship and overall objective to create more opportunities for all.
Alas Foundation is a milestone initiative started by worldwide music superstar Shakira and a long list of music stars along with the region’s top business and cultural leaders. The Foundation was created to generate awareness around the issues impacting Latin America and to generate funds for programs focused on children’s health and education.
And on May 17th, the foundation will host a historic set of concerts in Miami, Buenos Aires and Mexico City to respond to Latino youth’s assertive claim to put Latin America on the map of opportunities.
The “Alas Concerts” will be part of a broader experiential movement tapping into Latino youth. Those participating in the concerts will pledge to conduct community service, focusing on projects that advance the foundation’s mission. The concert, foundation and ongoing community present a strong opportunity for celebrities, influentials, NGOs and brands to create a long-lasting impact with this generation of conscious Latinos.
The vox collective (www.thevoxcollective.com) is managing key aspects of this branded movement, including cause-related branding opportunities and event sponsorships.