As part of the National Hispanic Heritage Month (September 15, 2009 – October 15, 2009), Kodak moved into the multicultural social media space with a campaign geared toward Hispanic consumers. “Muestra Tu Herencia”—which means “show your heritage” in Spanish—was a joint effort between Kodak and Yahoo! en Español that encouraged Hispanic consumers to upload and share photos expressing their heritage.

A Kodak representative spoke about the initiative to PR Week:

“We’re trying to get the US Hispanic consumer to not only honor their family and friends, but showcase the cultural beauty of the Latin community,” says Vincent Young, the company’s director of brand marketing for the Americas. “Digital seemed to be the perfect platform to do that.”

via Brands focus on social media to target multicultural groups – PRWeek US.

For each photo uploaded, Kodak and Yahoo! en Español donated $2 to the Hispanic College Fund (HCF). The effort reportedly raised $20,000 for the HCF.