ALAS Partners with La Machi to Strengthen Storytelling, Expand Impact, and Build the Future of Community Advocacy

New partnership will strengthen ALAS's (Ayudando Latinos A Soñar) digital strategy and help share the stories of Latino farmworkers and families with a broader community of supporters and advocates.

For more than a decade, ALAS (Ayudando Latinos A Soñar) has been a beacon of hope for Latino farmworkers and essential workers on California's Coastside. What began in 2011 with a simple but powerful vision—to honor the hopes and dreams of Latino families through culture and community—has evolved into one of the state's most respected nonprofit organizations and the primary social safety net for thousands of residents in Half Moon Bay.

Today, ALAS is taking an important step in its next chapter.

ALAS has partnered with La Machi Communication for Good Causes, the international communications agency specialized in social impact organizations, to strengthen its digital presence, sharpen its narrative, and elevate the stories that have made ALAS a nationally recognized model for community-led change.

Named California Non-Profit of the Year, ALAS continues to expand its innovative programs—from its Equity Express Bus, which brings health services directly to farmworkers in the fields, to groundbreaking mental health initiatives developed in partnership with leading universities, and transformative advocacy efforts that helped make the Coastside's first affordable housing project for farmworker elders a reality.

Yet the organization's leadership recognizes that its extraordinary work on the ground deserves an equally compelling and strategic narrative.

"Every day, our team witnesses stories of resilience, courage, and transformation," said Dr. Belinda Hernandez-Arriaga, founder and CEO of ALAS. "Our community has trusted us with their dreams, and now we have an opportunity to share those stories more intentionally with the broader world. We are excited to partner with La Machi to ensure that the depth of our work and the dignity of our community are reflected in everything we communicate."

Through this partnership, ALAS and La Machi will work together to build a stronger digital infrastructure, create a unified narrative across all communications channels, and develop strategic content that better connects with institutional partners, volunteers, advocates, and the community itself.

"Organizations like ALAS are transforming lives every day, yet too often their impact remains known only to the communities they directly serve," said Juan della Torre, Founder and CEO of La Machi Communication for Good Causes. "We are honored to accompany ALAS in this next chapter and help bring their extraordinary work to wider audiences. Their story is one of hope, resilience, and belonging, and it deserves to inspire people far beyond the Coastside."

La Machi brings extensive experience helping mission-driven organizations amplify their voices and build movements for change. The agency has supported some of the world's leading humanitarian and social impact initiatives, including the Vatican’s Migrants & Refugees Section —along with the World Day of Migrants & Refugees in Rome—, the international anti-human trafficking network Talitha Kum, and the Mother Cabrini Institute for Immigration at Villanova University, where La Machi led communications and event strategy for international conferences in Rome and Tenerife —where ALAS participated in round tables and discussion forums— focused on migration, human dignity, and social inclusion.

Together, ALAS and La Machi are committed to ensuring that the hopes and dreams that gave birth to ALAS fifteen years ago continue to inspire action, build partnerships, and create a future where everyone belongs.