After writing a column for NBC Latino about the saturation of Latino brands, our founder @julito77 received the following letter from PETA Latino’s Renée Saldaña. She agreed to have her letter published online.
Dear Julio,
We caught your editorial about PETA Latino on NBC Latino’s website, as well as Latino Rebels‘ post on the same subject, and while we appreciate your discussing the news of PETA Latino’s launch, we wanted to contact you with a further explanation of why PETA Latino was developed and what purpose it will serve in PETA’s outreach efforts.
PETA Latino seeks to be every bit as authentic as NBC Latino does. There’s no shadowy ad agency at work here; PETA Latino is made by Latinos for Latinos. We’re writing and creating the content, we’re handpicking the celebrities who will have the biggest impact on our community (including prolific TV host Marco Antonio Regil and telenovela superstar Kate del Castillo), and we’re focusing on the areas of animal rights—such as vegan eating—that will also help our community’s health issues. PETA Latino is much more than a “check-off item” and much more than simply having PETA’s regular content in Spanish, and we’ve had a great response—in person and through our website, Facebook, and Twitter—thousands of supporters telling us in Spanish and English how excited they are about the new PETALatino and about going vegan.
Many of us have struggled to blend our identities as Latinos with our identities as vegans and animal rights activists, and PETA Latino is a way for us to do that. This is partly why PETA Latino is a bilingual effort; since animal rights, as with any social justice movement, has a huge youth contingent, it’s very important to us that third- and fourth-generation Latinos who may feel more comfortable in English-language media be able to have access to animal rights information and vegan recipes and be able to share this content with their Spanish-speaking parents and grandparents.
PETA’s strategy has always been to reach out to every potential animal rights activist; that’s why we have PETA Kids for the under-13 set, peta2 for students, and even PETA Prime for seniors. We’re very excited to launch PETA Latino, and we look forward to seeing it grow over the years to come—and we hope that, in time, you’ll come to share our excitement.
Thank you for sharing your thoughts about PETA Latino. Our division is still taking shape, so if you have any suggestions for features or campaigns that you’d like to see on our website, please let me know.
Best regards,
Renée Saldaña
Latino Community Outreach Coordinator
People for the Ethical Treatment of Animals (PETA)
2154 W. Sunset Blvd.
Los Angeles, CA 90026
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