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HBO Max is looking toward a more equitable future in media and entertainment with a campaign that champions Latin and Latin American creators.
On Wednesday, WarnerMedia and HBO Max announced its new Latinx-focused audience initiative, HBO Max Pa’lante. The campaign will highlight what the company refers to as “culturally relevant programming” while celebrating the idea of “being fully Latino and fully American without having to sacrifice any part of one’s identity.”
Pa’lante (a contraction of the phrase “para adelante,” which translates to “forward” or “go ahead”) is the streaming service’s latest effort to amplify marginalized voices under its Our Stories to Tell banner while emphasizing the overall diversity of its massive streaming library.
“For more than a decade, we’ve been developing creative, audience-first campaigns that strategically engage Latinx, Black, Asian American and LGBTQ+ audiences,” said Jackie Gagne, svp of multicultural marketing at WarnerMedia.
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