Local Youth Institute Uses Social Media, Pop Culture, and Slang to Reach Its Audience
By Jesús Aguado
Are you a Sanmiguelense Chingón?
Sanmiguelenses are competent in what they do, and for that reason the San Miguel Institute for Youth launched its Yo Soy Chingón campaign, aimed at promoting kindness, friendship, and hard work.
The word choice chingnón is perhaps a daring one. The word has a double connotation in Spanish, meaning a resourceful go-getter who is good at either making money or his job. However it has vulgar roots.
Is it appropriate to use such a word? Atención posed this question to Ricardo Trujillo, the Institute’s secretary. He deemed it highly appropriate, saying it is a very Mexican word, one normally related to people who do positive things.
Trujillo said that the campaign is not only using posters but also other media like videos and social media to publicize the stories of young people committed to their daily activities and the disciplines they are dedicated to. The Institute also launched a smartphone app in March.
The subjects featured in the Yo Soy Chingón campaign will include bricklayers, architects, butchers, waiters, musicians, and dancers. Trujillo said are trying to generate pride in Sanmiguelenses that they are the best at what they do.
Morat plays the Acoustic Shell
Another event the Institute is organizing is a concert with the popular young Colombian band Morat, whose hits include “Cuánto Me Duele,” “Cómo Te Atreves,” and “Amor con Hielo.”
On October 25, the band will perform at the Foro San Carlos—the Accoustic Shell—situated at the Parque Bicentenario on the road to Los Rodríguez. The concert starts at 7pm. Tickets cost 250–1,250 pesos. According to Trujillo, the local administration is subsidizing some of the ticket price.
City youth holiday will feature Aladdin-themed parade
The Institute’s “A Municipal Day for San Miguel’s Youth” has been held every fourth Thursday of November since 2011, when the local government created it. In that first year, a plaza in El Cardo and a plaque was unveiled—but now nobody knows where it is, despite the holiday continuing to be celebrated annually.
This year, said Trujillo, the celebration will feature talks with social media influencers as well as with Mexicans who have won youth prizes. The day will feature a parade with floats, marching bands, and dancers all recreating the popular scene from the animated film Aladdin where Prince Ali is on his way to see the character Jazmin.