These Bolivian Skaters Linked With Samsung to Change the Culture's Perception of Women

The brand's latest ad campaign series highlights the connection between culture and community

Hit refresh on your social media strategies. Head to Social Media Week in NYC this April 9–11 for campaign insights, content inspiration and new industry connections. Register before March 4 to save 20% on your pass.

For many Hispanic and Latinx communities, embracing culture is not only a way to reconnect with their ethnicity, but a part of their identity. However, like in any culture, there are aspects that are still rooted in gender inequality, misogyny, and machismo.

In an effort to create change around the way women are viewed in their culture, nine Bolivian women in their 20s, known as ImillaSkate, challenged their community to support change in the latest installment of Samsung’s ongoing “Voices of Galaxy” storytelling series.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in