Advancing Opportunity for Latino Entrepreneurs
Challenge
Latino-owned businesses are a fast-growing force in the U.S. economy, yet many owners remain unaware of government-backed initiatives designed to support their growth. Complex language, limited outreach, and low visibility prevent entrepreneurs from accessing funding and resources.
The Valiente Fund partnered with Moira Studio to develop a campaign that informed Latino business owners about available programs and positioned opportunities as accessible
Strategy
Insights showed that Latino business owners engage more deeply when complex information is delivered through culturally grounded storytelling and reinforced across trusted touchpoints. We developed creative that reflected pride, responsibility, and generational progress, translating national economic initiatives into clear, relatable narratives.
Multiple concepts were tested prior to launch across digital environments to identify the strongest creative platform.
The final creative anchored a paid digital media program and was also designed for partner distribution. Assets and toolkits were structured for reuse across five key state partners and more than 200 grassroots organizations, enabling consistent messaging to move through trusted networks.
The campaign launched in Arizona and Nevada, with visuals tailored to local industries and communities.
Results
As part of a broader initiative that included multiple creative contributors, Moira’s Jefas spot emerged as the top-performing ad in pre-launch testing.
Among Latino audiences, it delivered a +4.1-point lift in overall preference, alongside gains in favorability and trust. Viewers also showed increased confidence in economic leadership after exposure.
This campaign took place during a year of elevated Latino engagement with SBA-related programs, reinforcing the importance of culturally fluent, trust-centered communication.