The grant, which offers $100,000 to one person so he can quit and unfulfilling jo and pursue his true life’s passion, is part of Estrella Jalisco’s new “Vive Tu Estrella” advertising campaign, which challenges its community to dare to live their lives authentically.
The campaign includes 6, 15 and 30 second videos that spotlight the courage of first-generation Mexican Americans who dare to “live their star” by being true to who they are in a collection of powerful vignettes – including a baile sonidero with a performer who boldly asserts his own style and an aspiring chef who proudly shows off his skills to his family.
According to a Pew Research study, Hispanics — especially first generation Mexican- Americans — are among the most likely to be employed in the U.S., with 80 percent holding a job. However, according to the Urban Institute, the average working Hispanic American is more likely than other racial or ethnic groups to hold a low-skilled job, which correlates with lower job satisfaction across the board.