LOS ANGELES — The Civil + Human Rights and Equity Department (LA Civil Rights) is proud to announce its Just Say Hello grant-funded, citywide hate crime prevention campaign has been awarded an Honorable Mention by the American Advertising Federation of Los Angeles. The award recognizes excellence in the Local Cultural Award category, highlighting creative campaigns that reflect the city’s rich cultural landscape.
Competing in the American Advertising Awards, the industry’s largest creative competition with over 40,000 entries annually, the LA Civil Rights Department stood apart as a rare public sector honoree. This distinction underscores the power of mission-driven storytelling created in-house to serve a city where more than 200 languages are spoken.
Launched as the next phase of the award-winning #LAForAll initiative, Just Say Hello lives at the intersection of art, language, and advocacy, empowering Angelenos to build a more inclusive and united city. With approximately 54% of Angelenos speaking a language other than English at home, the campaign featured “hello” in 14 different languages. By including phonetic spellings to make pronunciation accessible for non-native speakers, the creative design ensured that linguistic differences became an invitation for connection rather than a barrier.
Designed by Masaki Koike and funded by the Weingart Foundation, the campaign’s rollout transformed public infrastructure into a platform for unity through the generous implementation support of city partners, including the Port of Los Angeles, Public Works, and the Los Angeles Public Library. This cross-departmental collaboration carried the message of belonging across the city’s sanitation fleet, transit shelters, street banners, and digital billboards, reaching communities from the Port to LAX and throughout the San Fernando Valley.
“In a city as vast and diverse as Los Angeles, our greatest strength lies in our ability to see humanity in one another,” said Mayor Karen Bass. “This recognition is a testament to the fact that when we break down barriers, even with a simple greeting, we build a more resilient city. I am incredibly proud of LA Civil Rights for proving that mission-driven storytelling can stand alongside the best in the industry.”
This marks the second time the Department has been honored by the American Advertising Federation. Building on the 2022 award-winning LA For All initiative, Just Say Hello reaffirmed the city’s commitment to dignity with a clear call to action: “Break Barriers. Build Bridges.”
“We are honored to once again see our hate crime prevention work recognized by the American Advertising Federation of Los Angeles,” said Capri Maddox, Executive Director of LA Civil Rights. Just Say Hello is a cultural intervention. Every 'hello' helps build a city rooted in kindness, community, and shared humanity because hate has no home in Los Angeles.”
About LA Civil Rights: The LA Civil Rights Department works to advance equity, protect Angelenos from discrimination, and promote upward mobility. The Department oversees the Civil Rights Enforcement Unit, the Office of Race and Equity, five City commissions, and robust community engagement. Learn more at LAisForEveryone.com.