Our assignment was to attract Latinos and non-Latinos alike to the PBS documentary series "Latino Americans". The epic nature of the story provided us a way to offer Latinos a window into their own rarely showcased story, while offering non-Latinos a chance to re-discover their own history. Latino pride and American pride blend in this campaign that helps frame the subject of this community and their impact over the past several hundred years of US history. The strategy that could speak honestly and loudly to our dual target was to look ahead and look back to find how this rich, varied and diverse group has evolved and impacted America. Campaign elements evoked pride, the unexpected and a thorough presentation that was both credible and compelling.