"Communicating our Strengths and our Hopes" campaign for safe, well-paid work with dignity for domestic workers

La Colectiva

Last Wednesday, 50 people marched to the corner of Cesar Chavez and Valencia in San Francisco's Mission District to view the 50-foot-long billboard representing the strength and power of domestic workers. It is just one of the public images in the social media campaign "Communicating our Strength and our Hopes" ("Comunicando poder y esperanza") created by partners in the New Routes Domestic Workers Safety & Dignity Project.

Many of the women pictured in the City-wide campaign participated in the noontime press conference and then marched to the billboard, chanting "Si se pudo!" (Yes, we did!).

The campaign was designed by domestic workers to improve working conditions for themselves and transform the perception of domestic work from undervalued “women’s work” to a respectable and important component of the economy.

Yesenia Perez, Member of the La Colectiva Steering Committee led the press conference and introduced collective members as well as an employer, Nicky Trasviño, who testified to the skill of these caring workers.

"I can't think of anybody I would trust more to take care of my elderly parents then the women I've had working for them for over five years who are members of the Colectiva. The doctors come to visit my parents and they remark 'who is taking care of your parents? They are under such good care."

Later that evening at a celebration dinner, members of La Colectiva saw more of the images that are appearing in BART stations and on buses throughout the month. Women expressed their joy and pride in the campaign. The gathering included recognition of the contributions of the leaders, staff and funders who played a part in the success of this campaign, "Communicating our Strengths and our Hopes".

View more images from the campaign.

Tags: domestic workers, la colectiva, labor, non-toxic cleaning products, work
Topics: Building Community, Social marketing, Work