public awareness CAMPAIGNS
Since its founding, LMC has worked closely with partner outlets to create impactful media campaigns that inform and engage the Latino community. In 2022, LMC launched the Encara al Racismo campaign to promote the California State Library’s Stop the Hate initiative with our partners, raising awareness about hate crimes, prevention strategies, and connecting victims to healing resources through news reporting, research, and other media.
Other campaigns we have led address issues like disinformation in the Latino community, digital equity, re-entry resources after incarceration, and the 2020 Census. Grounded in research and community input, LMC ensures messages are tested, refined, and delivered across multiple platforms, including prime-time radio and TV, using diverse multimedia formats like articles, videos, podcasts, and social media content. Read more about our work below!
encara al racismo
Rooted in a foundation of community, expert, and grasstop voices, Color y Raíces: Encara al Racismo used multiple tactics to start a dialogue within the Latino on confronting the presence and role of racism, colorism, and hate, and advance a community-based call to action to combat racism/anti-indigeneity and heal multiracial relations.
REPORT HATE FOR LA RESIDENTS
Victims and witnesses can report any hate incident or hate crime in order to receive free follow-up services and supportive resources in your community. Your report is always confidential and can be made anonymously.
REPORT HATE STATEWIDE
All victims and witnesses of hate incidents and hate crimes can report and are eligible for free hotline support services. California vs Hate is not affiliated with law enforcement, and you can report anonymously.
RESOURCES
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RESearch
We are pleased to report back on the results of the planning phase of our campaign. LMC engaged in three research methods: literature review, focus groups and polling to understand the Latino community’s experience with racism as well as their interest and readiness for addressing issues of racism and advancing intercultural relations. The literature review provided valuable insights into existing research on race ideologies and attitudes, as well as prior anti-racism campaigns.
Participants in focus groups shared their attitudes toward and experiences with racism and inter-race relations. The focus groups also helped to assess participant interest and ideas on how to create behavioral change to more proactively address racism. Finally, public polling was conducted to gain deeper insights into the Latino community’s perceptions, interest and readiness and to address racism within Latino and with other ethnic communities. The following report link contains a full summary our findings.
Community guide
The guide below serves to advise community leaders, parents, and caregivers on how to begin a dialogue in their neighborhoods, organizations, and families around racism and colorism in the Latino community.

CALÓ News and LATV inaugurate ‘Stop the DIS ( information )’ with Adam Schiff town hall
The "Stop the Dis” Town Hall, featuring Rep. Adam Schiff and moderated by Al Madrigal and Tsi-Tsi-Ki Félix, is an exclusive event held in collaboration with Calo News, La Opinion, and the Los Angeles Latino Equity + Diversity Initiative at LATV studios. This event provides the Latino community a unique opportunity to directly pose questions to Rep. Schiff, a candidate for the California Senate in the upcoming 2024 senatorial election.
Stop the Dis
( information )
CALÓ News, LATV, and LatiNation partnered with comedian, actor, and writer Al Madrigal to produce a series of non-partisan short videos and news stories that informed, educated, and gave people the tools to fight the spread of disinformation.
CAMPAIGNS
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YOUTUBE
Curious about whether immigrants are illegally voting in U.S. elections? Let’s clear up the confusion!Understand the difference between voting rights for non-citizens in local versus federal elections, and see why it’s crucial to filter out the disinformation from your social media feeds!
Hosted by Al Madrigal
Brought to you by Caló News and LatiNation. -
September 7, 2024Culture
By Carolina TrejosAre you blaming Joe Biden for skyrocketing inflation? While inflation has been a widespread issue, food giants have been profiting immensely, with prices surging up to 500%! Learn how these companies have used inflation as a cover to push their price hikes and what you can do to stay informed.
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August 30, 2024CultureBy LATV MediaAre Donald Trump’s legal issues political persecution or just the result of the justice system at work?
Trump’s recent conviction in Manhattan and the charges against him in Georgia, are both brought by state prosecutors, not the Biden Justice Department.
Are the two Federal cases against Trump biased? The prosecution of Democrats like Bob Menendez and Hunter Biden by the same Justice Department.
Let’s cut through the disinformation and explore the facts on Stop the Dis!
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August 22, 2024
Culture By LatiNationWe’re back with a new episode of Stop The Dis, where we unpack the misinformation surrounding the recent Donald Trump shooting. If you’ve been online lately, you’ve probably seen a flood of claims about what really went down. From doctored photos to crazy conspiracy theories, there’s a lot to discuss. So, we decided to cut through the noise and get to the facts.
What Happened on July 13th, 2024?
In case you missed it, here’s a quick recap. On July 13th, 2024, while giving a speech in Pennsylvania, former President Trump was grazed by a bullet in an assassination attempt. The shooter, a 20-year-old named Thomas Matthew Crooks, fired eight rounds, tragically killing one person and seriously injuring two others before being shot by the Secret Service. Trump escaped with only a grazed ear, a scene that appeared like something straight out of a movie. He even managed to pump his fist in the air right after the event unfolded, which, of course, quickly went viral.
Trump was released from the hospital the same day and was back in the spotlight just two days later at the Republican National Convention. But as quickly as the event happened, misinformation spread even faster. Social media was flooded with rumors, doctored images, and theories that ranged from the shooter being a secret agent to the entire scenario being staged.
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August 15, 2024
CultureBy LatiNationIf you’ve been concerned about all the questionable content circulating online lately, the new episode of LatiNation’s Stop The Dis will give you some great tips on navigating the digital landscape more effectively.
LatiNation’s Stop The Dis: Are you falling for DISinformation
In this episode, we analyze the topic of disinformation—what it is, how it spreads, and why it’s a significant threat. With the vast amount of information available online, it’s easy to come across content that seems credible but is actually designed to mislead. Disinformation isn’t the same as misinformation; it’s often a strategic tool used by extremists or foreign governments to create division and weaken communities. This tactic has been around for a long time, but the internet has amplified its impact.
Understanding the difference between misinformation and disinformation is crucial to combating the spread of false information.
Misinformation vs. Disinformation
Misinformation refers to false information that is spread without the intent to deceive. For example, if you mistakenly tell someone the wrong start time for an event because you misread the invitation, you’re spreading misinformation. It’s an honest mistake, something that happens frequently in everyday life.
Disinformation, on the other hand, is intentionally false information spread to mislead others. If you knowingly give someone the wrong start time for an event to make them look bad, that’s disinformation. It’s deliberate and often used as a tool to manipulate or deceive.
Disinformation is particularly dangerous because it’s designed to cause harm by misleading people. Governments and organizations have historically used disinformation to influence public opinion or destabilize other countries, and today, these tactics have found new life online.
How to Spot Fake News
In today’s digital world, identifying fake news is more important than ever. Here are some tips to help you navigate the information you encounter online:
Check the Source: Always verify the credibility of the website. Fake news sites often have unusual URLs or domain extensions.
Check the Author: Research the author’s credentials. Are they a credible source of information? Do they have expertise in the topic they’re discussing?
Cross-Reference with Other Sources: See if other reputable news outlets are reporting the same story. If it’s only being reported on one site, it could be a red flag.
Maintain a Critical Perspective: Be aware of content that’s designed to provoke strong emotional reactions. Ask yourself why this story is being shared and what it’s trying to achieve.
Verify the Facts: Legitimate news stories will include data, statistics, and expert opinions. If these are missing or seem questionable, dig deeper.
Beware of Comment Sections: Even if the article is legitimate, the comments might not be. Sometimes, misleading information is spread through responses rather than the original content.
Reflect on Your Own Biases: Consider whether your personal biases are influencing how you interpret the news. Seeking out diverse perspectives can help provide a more balanced view.
Determine if it’s Satire: Satirical content is often mistaken for real news. Make sure you understand the context and purpose of the website before sharing.
Examine Images Carefully: Photos can be edited or taken out of context. Look for signs of manipulation or use tools like Google’s Reverse Image Search to verify authenticity.
Remember, before you share or engage, take a moment to fact-check—don’t let yourself become a tool of those trying to deceive you. Do it for yourself, for your loved ones, and for the strength of our country.
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August 8, 2024
CultureBy LatiNationAre immigrants really a drain on the U.S. economy? It’s an often-heard question filled with controversy, especially around election time. Stop The Dis is back with a new episode to clear up the myths and bring you the truth. Hosted by Al Madrigal and produced by LatiNation and CALÓ News, this episode explores the impact of immigrants on the economy with clear facts.
How Immigrants Fuel the U.S. Economy
Many people fleeing violence and poverty come to the US with little more than the clothes on their backs. Some claim that immigrants take jobs, overuse social services, and lower wages for everyone else. But these claims are false. Here’s the real story:
The US economy needs immigrants: The US economy is huge and relies on immigrants to keep growing. The Congressional Budget Office estimates that immigrant workers will add seven trillion dollars to the economy over the next few years.
Immigrants and federal benefits
Ever hear that undocumented immigrants are all on welfare? That’s another false claim. Most federal benefits are off-limits to immigrants, even though they pay taxes just like everyone else.
Do immigrants lower wages?
The idea that immigrants push down wages is a myth. The economy isn’t a zero-sum game. As it grows, it creates more opportunities for everyone.
Disinformation in Latino media spaces is creating political chaos and pitting families against each other. Its twisting of the truth divides us and makes us fearful. That’s why Stop The Dis is here: to help you cut through the noise and understand what’s really going on. Fact-check your news; if a site misleads you, don’t go back to it. That’s a chump move! Remember, you’re not going to be played for a chump.
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August 1, 2024CultureBy LatiNation
Disinformation about immigrants is everywhere. The latest episode of Stop The Dis is here to help you separate facts from fiction about immigration and crime. Hosted by Al Madrigal, this show from LatiNation and CALÓ News is dedicated to busting myths and providing access to real, credible information about the Latino community.
So, what’s the deal with immigrants and crime?
A staggering amount of people want you to think that immigrants are a threat. They point to the large number of people crossing the southern border, with some coming from very dangerous places. But does that necessarily mean that immigrants from those areas are dangerous themselves?
The answer is a resounding no. Multiple studies from credible sources throughout the country have shown that immigrants are, in fact, far less likely to commit violent crimes than people born in the U.S. While there might be areas where immigrants are more prone to commit crimes, the evidence from millions of data points is clear: immigrants are not the boogeymen they are made out to be.
Disinformation campaigns love to twist the narrative. They focus on a single crime and repeat it over and over to make it seem like it’s happening all the time. Or they drag up old stories from other countries and make it sound like it just happened nearby.
Stay informed, not misled. Talking about crime in a way that exaggerates the threat doesn’t make us more vigilant; it makes us paranoid. And that’s exactly what disinformation aims to do—make us fearful and divided.
Don’t be fooled. Visit trusted fact-checking sites and stay aware. Together, we can Stop The Dis and protect our community from the harm of disinformation.
About Stop The Dis:
Stop The Dis is a joint effort by LatiNation, the Latino Media Collaborative (LMC), and CALÓ News to highlight the urgent need to address disinformation in the Latino community. Hosted by Al Madrigal, the campaign unites voices against the spread of false information, especially around the 2024 U.S. elections.
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July 25, 2024
CultureBy Carolina Trejos
Social media is getting HAMMERED by disinformation. But what exactly is disinformation?Stop The Dis is here to help viewers recognize disinformation surrounding the 2024 U.S. election and provide access to real, credible news sources. This initiative, hosted by Al Madrigal, is brought to you by Caló News and LatiNation.Stop The Dis aims to educate the public on how to spot fake news, understand the difference between misinformation vs disinformation, and promote credible news sources.Watch: How To Spot Disinformation | Stop The DisYou’ve watched our town hall with Senatorial candidate Rep. Adam Schiff, now this series continues the conversation, not only about politics but about seeking the truth and preventing manipulation.Disinformation, defined as deliberately false information spread with the intent to deceive, has become increasingly prevalent in this day and age. Influencers, foreign governments, and even individuals within our own circles are contributing to this issue, exploiting social media platforms to spread fake news and misinformation.“It’s like a spy operation in your own bathroom,” says Al Madrigal. “You click on one misleading story, and suddenly, your feed is flooded with more. It’s designed to stoke our biases and pit us against each other.”Platforms such as YouTube, Facebook and WhatsApp are significant in this context, particularly in Latino communities where usage is high. Additionally, Spanish-language content that violates platform rules often remains unchecked longer than English content, exacerbating the problem.As social media fast content creation continues to evolve, series like Stop The Dis stand for clarity in a complex digital landscape. Follow the campaign and stay vigilant to ensure you don’t fall prey to disinformation.“You can even send these videos to your uncle. So we all don’t get played for chumps.”Watch Stop the Dis weekly on the LatiNation App!
About Stop The Dis:
Stop The Dis is the combined effort of LatiNation, the Latino Media Collaborative (LMC) and CALÓ News to highlight the urgency of addressing disinformation within the Latino community. The campaign hosted by Al Madrigal seeks to unify voices against intentional efforts to sow confusion among Latino voter centered around the 2024 U.S. elections.About Al Madrigal:
Alessandro Liborio Madrigal is an American comedian, writer, actor and producer. He is a co-founder of the All Things Comedy podcast network, alongside Bill Burr. He rose to fame on The Daily Show with Jon Stewart as a regular correspondent for five seasons. -
February 15, 2024
Culture By Andrew TamarkinCongressman Adam Schiff is running for the open US senate seat in California. LATV studios organized a town hall event where the Democratic candidate engaged with questions from a live studio audience. Throughout the evening, Schiff provided insights into the pressing issues in Washington and proposed potential courses of action should he be elected.
LATV President Bruno Seros-Ulloa, Congressman Adam Schiff, and LATV CEO Andrés Palencia at LATV’s Town Hall on February 2, 2024.
“I’m fighting to make the economy work for everyone, to protect our planet and to protect our democracy,” Schiff says on air. “But the central issue to me really is the economy, which is simply not working for millions of people. And it’s not that people aren’t working. People are working. They’re working harder than ever. But too many just can’t get by.”
For Schiff, reform starts with equipping people with proper resources to actively participate in the economy.
LATV’s Michael Garcia asks about housing
When it comes to housing, Schiff thinks Californians need more options. There is simply not substantial supply to satisfy the need. Once in office, he plans to expand low-income housing credits to incentivize developers to build housing for the middle and lower classes. He will increase federal investment in housing and work to ratify a renter’s tax credit, which could alleviate increased rents and combat homelessness.
“When I was a kid, my father was a traveling salesman in the clothing business. He made $18,000 a year. And on the strength of that single income, my parents bought our first home for $18,000. It was a perfectly decent home in a perfectly decent neighborhood with perfectly decent public schools,” Schiff says. “I want to make that available for all Californians again…[so] that they can afford the American dream.”
Is the American Dream still alive? With the unacceptable state of the border, and the path to citizenship oftentimes out of reach, does this promise hold up for the current wave of Latino migrants seeking safety, prosperity, and the pursuit of happiness?
Although Schiff self-criticizes Democrats for failing to properly amend immigration policy when they had control of the House and the Senate, he will right that wrong and collaboratively take action for comprehensive reform once elected. Schiff will work alongside Senator Alex Padilla to protect Dreamers, outline pathways to citizenship, and descale detention centers separating families.
“We want to have immigration policy that is consistent with our values,” Schiff says. “The [Latino] community has so enriched the state and will continue enriching it. And the beauty I’ve always felt of California was in the mix of its people.”
Latino-owned small businesses are the fastest-growing segment of the American economy. California has especially seen the fruits of that labor. Schiff understands and wants to ensure those businesses and the people that make up those businesses are fairly served by the American judicial system. From healthcare to voting rights, Schiff will continue being a champion to the Latino community.
Moderator Al Madrigal fields questions from the live studio audience.
For Schiff, championing diversity (in companies and in society at large) is not just the right thing to do morally, but also serves the state economically. Companies and federal agencies require team members who speak different languages and understand the intricacies within cultural communities. This talent can be found right here on American soil.
“[Dreamers] graduate [from American universities], they get among the finest educations anywhere in the world. They want to stay,” Schiff says. “We kick them out of the country, which is economic craziness and just a boon to our competitors.”
Schiff believes there is bipartisan support to provide relief to DACA recipients. From his view, it’s a matter of having hard conversations in Washington to get the legislature written and executed.
Moderator Tsi-tsi-ki Felix reacts to Congressman Adam Schiff on stage.
It doesn’t help when individuals unknowingly consume biased, hateful media that unjustly characterizes ethnic factions of the American population. On both sides, disinformation on the internet has further polarized people—and on the basis of lies.
“There is tremendous disinformation out there. And even beyond disinformation, there is often such biased information,” Schiff says. “I’ve taken up … fighting back against some of these media moguls who are pushing out this hate. But I also think we’re going to have to teach young people to be better consumers of information, to be able to discern what’s true and not true.”
Censoring content is certainly a slippery slope. Is it on individuals to determine authentic content themselves, or is it on government agencies to ensure that content is authentic?
Decades ago, social media companies were granted congressional immunities because they were small start-ups. They are certainly not so small anymore; they have considerable media power. Schiff believes imposing regulations on these content incubators will help to mitigate disinformation and the growing hate we see online.
LATV’s Andrew Tamarkin asks about LGBTQ+ rights.
Fundamentally, the United States houses a diverse collection of overlapping communities. The problem is that each community is not treated equally.
“I’m going to continue to do everything I can to champion equality,” Schiff says. “I think you can measure a society based on how it treats its most vulnerable citizens and I don’t think you can find a more vulnerable community than the trans community, and particularly trans youth.”
The current dehumanizing of the LGBTQ+ community, for Schiff, is shameful. As an ally, he stands against this hate. As vice chair of Congress’ Equality Caucus, he has opposed blood donation laws that still discriminate against gay men and has supported legislature protecting same-sex couples looking to start families.
On his own electability, Schiff promises collaborative action.
“I think we … need people who know how to get things accomplished, who know how to work with others, and yes, work with others on the other side of the aisle, particularly in an era of very divided government,” he says.
In LATV’s Town Hall, Schiff also addressed the need for better childcare programs, affordable healthcare, gun reform, voting empowerment, progressive politics, and more on the moral and economic value of diversity.
UNIVISION STOP THE HATE PSA
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