This is what Hiram González , Advisor of CHEROS AC (Humanistic Center for Studies Related to Sexual Orientation) shared with us. This organization was guinea business email list founded in 2007 in the City of Chihuahua to promote the right to non-discrimination and defend the rights and dignity of the LGBT community (lesbians, gays, bisexuals and transsexuals) in the State of Chihuahua.
In an interview with Mittum, Hiram shares his views:
A: Hiram, how important are digital media and communication strategies for your association and the cause? How have you leveraged social media or email marketing?
H : They are essential, without them we would not have the capacity to inform our community in real time. Through these means we have managed to transcend the barriers of space and time in a state as large as ours, where the closest city to the capital is located 72 kilometers away.
For us, social media - and digital media as an extension - are not only the communication strategy par excellence, they are the way in which we relate to others, the way in which we understand our environment.
A: How do you measure the impact of your association's marketing?
H : We use the same indicators that the networks provide us to evaluate our performance: the reach of our publications, participation in our networks, the people who are talking about our topics, visits to our networks and the number of followers.
On the other hand, we carry out alternative strategies in conjunction with digital marketing to achieve our objectives, such as printed articles in local newspapers with high circulation, radio and television interviews.
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A: As I understand it, your association has managed to break some stereotypes within Mexico for the LGBT community. Can you tell us a little more about that?
H : That's right, at this moment we have managed to make Chihuahua the main State in the Mexican Republic with the greatest LGBT activism around equal marriage.
Despite being the fourth state in the Mexican Republic to allow same-sex marriages, we are the first state in all of Mexico to win this right in the Federal Courts and not by negotiating our rights in local congresses or with any political party or actor.
Another thing that distinguishes us from other LGBT civil associations is our approach, which focuses on the fact of “being a person” before being defined as homosexual, lesbian, bisexual or trans.
A: What recommendations on media and digital marketing would you give to other associations and social entrepreneurs involved in the fight for human rights?
H : The first recommendation I would make would be that we should not think that digital marketing is “cold and distant” when it comes to talking about our causes. It is a matter of finding the right words, images and ways to literally share our concerns with everyone and win over followers.
Secondly, digital media promote democracy and the plurality of ideas, so when we use them to publicize our causes, we also indirectly contribute to the construction of a diverse and free world.
Finally, there is the economic aspect. Although social networks and digital media are not free, what is invested in their use at a given time is capitalized exponentially. We could not reach so many countries and so many people simultaneously with what we invest in traditional media. In other words, in the end it is economical and profitable.
Scaling content to the big leagues:
It is important to mention that the marketing strategy that CHEROS AC has carried out has brought them to the international press in a forceful way. In June 2014, the New York Times published an article called “ With Little Fanfare , Mexican Supreme Court Legalizes Same-Sex Marriage.”
