It was 2016. Messages of xenophobia and racism were gaining traction. Fear was being used to create a narrative that supports discriminatory measures. Borders had become a political symbol of division in the United States. Univision and Fusion Media Group decided to host a concert using music to bridge borders.
RiseUp AS ONE was a two-day event at the U.S.–Mexico border where artists, influencers, comedians and thought leaders came together to celebrate diversity and inclusion through performances, talks, and cultural expositions. Held three weeks before 2016 US elections, we used the massive reach of the concert as a voter registration and get out of the vote effort.
HUMAN led the Creative Direction, Branding, Impact and Content Strategy in creating RiseUp AS ONE which was LIVE broadcast. aired nationally across Univision and streamed across all Fusion Media Groups media companies e.g. Fusion, The Onion, The Root. It was the first time Univision and Fusion Media Group pooled the collective reach of all their audiences in one event and was also historically the first time Univision broadcast live in both English and Spanish.