It’s a well known fact that private enterprise has always played an important role in American society, a role that can be positive or negative for society; in the end its effect is determined by the human characteristics of the individuals that humanize the market and capitalism. Thus in American society and private enterprise, values are important capital that must be continuously renewed and maintained without putting artificial limitations on the market.
Pepsi Corporation’s “ Yo Sumo” (I count) program aims to emphasize how Hispanic Americans are changing the United States, and enriching it culturally, socially and economically. Through a documentary that gives more than 400 Hispanics’ the opportunity to tell their stories of their own personal experiences and challenges, we better understand the true-life stories of the people who are giving new life to the American dream.

The documentary is being directed by the world famous Eva Longoria, who will attempt to capture on film the way that Hispanics inspire others to triumph and progress in life. She’s in charge of personally selecting the individuals who will be protagonists in the documentary and will work directly with these individuals in the filming of the documentary.
This project’s worth lies in putting the real world experiences of those individuals who contribute to and impact life in the United States into words and images in a way that goes beyond perceptions of the public at large and even that of the protagonists themselves in order to encourage the rest of American society to see objectively, without prejudice, the value of the Hispanic community as well as its admirable qualities and characteristics, beyond ever-present stereotypes and prejudices.
With its active on-line presence on social networking sites, Facebook and Twitter, “Yo Sumo” is an effective and modern way of inspiring and encouraging Hispanics through true-life stories that they can identify with and from which they can learn important life lessons. Additionally, this documentary will show Hispanics’ contribution to the making of our nation and their positive influence on North American culture and society.

With the motto “ There’s never been a generation like ours” the “Yo Sumo” initiative correctly identifies those millions of people that have put a Hispanic accent on life in these United States and help keep the country running smoothly on a daily basis at all levels.
Pepsi has joined Telemundo Communications Group to spread the message about this interesting project. The Mexican clothing enterprise, NaCo has designed a “Yo Sumo” t-shirt as well. By supporting the “Yo Sumo” initiative, these companies show their commitment to social responsibility through business activity.
“Yo Sumo” is an initiative that will show us how individual Hispanics contribute to American society through their personal point of view, thus giving them a new voice as well as a new chance to be heard.