Environmental
Justice
Case Study
Environmental Justice is a major issue impacting communities of color across the state and country. From disproportionate contamination and pollution concentrated in lower-income areas to cancer-causing oil fields next to children’s schools, the negative environmental impacts are also detrimental to the health and well-being of our communities. At the same time, the most impacted communities are leading the way in providing leadership, advocacy, and solutions to solve and address these issues directly. Tzunu Strategies is proud to be at the forefront of communications and government relations work that advances environmental justice and equity in all communities across the state.
We have the privilege of working with an array of clients on a number of projects, designing and implementing campaigns that are true to our mission of social impact while providing real solutions.
Related capabilities
ADVERTISING & MARKETING
CREATIVE & DESIGN
PUBLIC AFFAIRS & COMMUNICATIONS
The Challenge
Latinos in California are ground zero in the battle to protect the climate movement and lowering our dependency on fossil fuels. Oil companies are spending millions of dollars on ads, particularly targeting Latino voters through misinformation and fear-based tactics. In order to combat misinformation, Tzunu Strategies has provided narrative and communications support to a number of clients in the environmental justice space and in the renewable energy industry.
Our Approach
We launched a campaign titled “Que No Te Engañen” or “Don’t Be Fooled” to counter Latino communities being bombarded with an exaggerated narrative about gas pricing and transitioning away from fossil fuels. Our Latino environmental justice clients are standing up and fighting back with fact- and research-based narratives that are culturally, linguistically, and geographically sensitive to diverse Latino populations in the state.
Tzunu has a long-standing relationship with Comite Civico Del Valle (CCV), supporting the organization on policy and communications strategy both on the ground and at the legislative level. CCV is a community-based organization that works on civic engagement and health initiatives. Deeply involved in the lithium mining and development deals in the Imperial Valley, CCV is a steadfast advocate for those most impacted in the region and is a national leader in the environmental justice movement.
Latino Equity Advocacy & Policy Institute (LEAP): is a leader in bringing green technology and renewable energy tools to immigrant and Latino communities in the Central Valley. We are proud to help support their COACH and IDEAL programs to ensure leaders, instructors, and all members are informed and engaged.
Highlights
Awareness campaigns
Engaging content creation
Media coverage targeting Latino communities
Results
In support of philanthropic efforts to address climate change, Tzunu Strategies launched two key initiatives:
LA MESA
Established an environmental justice organizations and ethnic media table to coordinate and drive a public relations campaign to counter the narrative advanced by the Western States Petroleum Association (WSPA) and their campaign targeting Latino communities
Our efforts resulted in a surge of articles in key ethnic media publications on topics including oil, transportation, clean power, and building decarbonization.
QUE NO TE ENGAÑEN
(Don’t Be Fooled) Campaign
Launched a campaign to expose oil companies and counter their deceptive messaging in Latino communities.
We developed a new campaign website, video-library, campaign ads, and secured significant media coverage of the campaign in major publications including Politico, LA Times, Univision, and La Opinión.
