Multicultural agency Zubi Advertising joins digital campaign I’m Your Voice, Venezuela

The Miami-based multicultural agency Zubi Advertising is the first U.S. agency to join in the global digital campaign dubbed I’m Your Voice, Venezuela in support of those going through such difficult times in the South American country.“We’re a multicultural agency with a diversity of people from different countries, with different realities and circumstances. Though what we do is brand advertising, we see what is happening to people and we unite with them. It seemed important that in a situation like the one facing Venezuela, we ought to take a stand” Zubi’s Executive Creative Director Ivan Calle told PRODU.For Calle, the strength that social media have acquired as a mode of communication is a vital resource, not only for Venezuela in its current plight, but worldwide. “Social networks have made each of us a reporter, and this has given great power for people to express themselves beyond their usual social circle” the creative said.For her part, Manu Gabaldon, senior social media strategist at Zubi, said “a lot of news content acquires greater credibility over social media, since the ordinary person who is living through the story has no hidden interest in twisting it, compared with the commitments that the mass media may have to those making the news”. “Being multicultural, what makes you unite as an individual is that you stop being Colombian, Venezuelan or any other Latin nationality to be a Hispanic, and when you’re Hispanic you feel everyone’s culture more, and feeling that way unites us as a community in the United States and as Hispanics in general” Calle said.