PHILANTHROPY
Buchanan’s Scotch Whisky
Celebrating the nation’s future being 200%: 100% Hispanic and 100% American, NuevaYorkinos partnered with Buchanan’s Scotch Whisky in October 2022 for their Hispanic Heritage Month 200% Futuro campaign. Together with a group of culture makers, Buchanan's and NuevaYorkinos highlighted the greatness that comes from embracing 100% Hispanic and 100% American duality, honored heritage, and supported the local voices, businesses, and organizations leading the future across America. In New York City, NuevaYorkinos shone a light on the Bronx Native and Grassroots Juicery, two Dominican-owned businesses in the Bronx and Brooklyn respectively, and the Ecuadorian Center, a cultural organization rooted in Ecuadorian New York. To enable non-profit organizations doing the work to create a better future for America's 200%, Buchanan's announced the Buchanan's 200% Futuro Fund, a donor-advised fund that will deliver $1M in grants across the next five years by elevating their voices and supporting nonprofits uplifting their local communities through their passions and crafts while embracing their Hispanic roots. For this campaign, NuevaYorkinos was able to contribute a donation to the Ecuadorian American Cultural Center, a space promoting and advancing Ecuadorian and Ecuadorian American culture in New York City through the arts.
Continuing their partnership into 2023, NuevaYorkinos participated in Buchanan’s Scotch Whisky’s “We are the Spirit of the 200%,” a national advertising campaign that unites and honors 200%ers – those who identify as 100% Hispanic and 100% American – and the bolder, and more flavorful world they create. With Latino and Hispanic Americans often feeling ni de aquí, ni de allá (not from here, nor there) or that one side of identity has to be picked, the campaign raises a glass to those who embrace being de aquí y de allá (from here, and there), celebrating their unique cultural duality. To represent the broad diversity within the 200% community, Buchanan’s brought together an influential cast of Hispanic American creatives and pioneers across the country to co-create and star in the campaign, ensuring every scene, voice over and creative detail was brought to life with authenticity. Through this iteration, NuevaYorkinos made a donation to Make the Road NY.
Lower East Side Girls Club
In April 2022, NuevaYorkinos began its commitment to The Lower Eastside Girls Club (LESGC) upon being given the opportunity to make a sizable donation to the organization on behalf of streetwear brand, Jimmy Jazz (now SNIPES). LESGC supports young women and gender-expansive youth of color throughout New York City by leveraging their inner power to shape a better future for themselves, their community, and the world. Through free, year-round, innovative programming, LESGC has connected young people with their passions, celebrates their curiosity, and channels their creative energy, building an equitable future filled with “Joy. Power. Possibility.” Since 1996, hundreds of youth ages 10–23 have visited their Center for Community facility where they offer after-school, weekend and summer programming in STEM, Arts, Digital Media, Sound, Wellness, Civic Engagement and Leadership. LESGC’s 35,000 sq. ft facility includes a Maker Shop for coding and robotics; Environmental Studies lab for STEM exploration; Alphabet City Art School for visual arts and crafts; Center for Media and Social Justice for digital media, film and photography; Sound Studio for music production and our radio station/podcast, WGRL (Where Girl Radio Lives); Design Studio for fashion and material arts; a rooftop farm; Culinary Education Center; and 64-seat dome planetarium.
Back to School Drive
In response to the COVID-19 epidemic’s disproportionate effects on Black and Brown communities, in August 2020, NuevaYorkinos grassroots fundraised to provide 500 free backpacks filled with school supplies for Black and Brown children in Bushwick, Brooklyn. In September 2021, NuevaYorkinos was able to reach more families across the city. With the help of Jimmy Jazz (SNIPES) and El Puré Cares, NuevaYorkinos distributed 1,000 supplies-filled backpacks, gifted between Dyckman, Manhattan, and Bushwick, Brooklyn.
Power to the People! Essentials Drive
In December 2020, NuevaYorkinos co-organized Power to the People! Essentials Drive. Through community fundraising and partnering with different businesses and community organizations like Playground Coffee, Mil Mundos Bookstore, and Café con Libros, the team was able to give out more than 200 bags of fresh produce and food, hundreds of books, winter wear, and wellness products to Black and Brown residents in Bed-Stuy and Bushwick, Brooklyn. The remainder of the goods were donated to organizations in the Bronx and Inwood. Playground Coffee Shop, Bed-Stuy, Brooklyn, NY — February 2020. Photos by Maribel Marmolejos & Zack Garlitos
