The Hispanic Public Relations Association (HPRA) announced that civil rights icon Dolores Huerta will receive the 2025 President's Award at the upcoming ¡BRAVO! Awards Gala. The 95-year-old activist, who co-founded the United Farm Workers and leads the Dolores Huerta Foundation, continues her advocacy work amid what HPRA President Sonia V. Diaz describes as a challenging period for Latino communities.
This year's ¡BRAVO! Awards theme, "Rooted in Purpose," honors individuals who maintain their commitment to community and principle during times of turmoil. Diaz emphasized the current climate facing Latino communities, stating, "We are living in a moment when Latino communities are being scapegoated, detained, and stripped of dignity. In times like these, our role as communicators is not to bend or soften the message—it's to name injustice, amplify truth, and stand steady in defense of our people."
Huerta's recent activism demonstrates her continued relevance in contemporary social justice movements. In 2025, she participated in mass protests against federal immigration raids in Los Angeles, condemned the arrest of labor leader David Huerta, and co-signed a petition to the United Nations calling for a human rights investigation. She remains actively engaged in advising immigrant communities, leading resistance against private detention centers, and supporting civic engagement through her foundation.
The Dolores Huerta Foundation recently broke ground on a new Peace and Justice Cultural Center in Kern County, California, continuing her legacy of community building. Huerta's enduring impact includes co-founding the United Farm Workers in 1962, helping secure collective bargaining rights for farmworkers, banning dangerous pesticides, and advancing gender and racial equity. She is also credited with coining the phrase "Sí, se puede"—"Yes, we can"—which has become a rallying cry for justice movements across generations.
Diaz highlighted Huerta's approach to communication and organizing, noting, "Dolores Huerta has never stopped reminding us that direct engagement—face to face, voice to voice—can move people to action. Her legacy proves that when we truly listen and speak with clarity and courage, we protect lives and shift power." The President's Award represents a singular honor selected annually by the HPRA President to recognize leaders whose work has transformed lives and shaped the cultural narrative of Latinos in the United States.
The 2025 ¡BRAVO! Awards will also honor several other leaders in multicultural communications, including Pioneer of the Year Karina Martinez, co-founder of DRAFTED; Diversity, Equity & Inclusion Champion Adrianne C. Smith, founder of Cannes Can: Diversity Collective; and Journalist of the Year Julio (Julito) Ricardo Varela, independent journalist and commentator. The awards gala will take place on November 13, 2025, at The Drake Hotel in Chicago. More information about HPRA and its programs can be found at https://www.hpra-usa.org.
