Creative strategist and cultural researcher.

Indigenous Creator Program (Google)

Google commissioned a preliminary research on Indigenous content creators in Latin America and an initial study on developing a training program for them.

My Role

I worked on this project as a cultural researcher, conducting a preliminary study to help the company assess the feasibility of creating an online course designed to empower content creators based on their needs and aspirations. Additionally, I carried out a mapping of potential creators who could act as ambassadors and mentors, as well as identifying other promising profiles with creative potential to join as students.

The Challenge

Google sought to gain deeper insights into Indigenous communities and how they were producing content online, in order to explore the feasibility of an online course aimed at empowering these individuals and amplifying their narratives.

The Strategy

The research was grounded in secondary data about the Spanish-speaking Indigenous ecosystem in Latin America. Additionally, in-depth interviews were conducted with key stakeholders within this context.

The Idea

The research unveiled several key insights, including the ideal direction for the course’s naming and tagline, potential representatives for the project in their countries and communities, and the need to provide psychological and financial support for the target audience.