HBO Max today announced HBO Max Pa’lante!, an audience initiative breaking down barriers for new voices and driving awareness to culturally relevant programming across HBO Max for Latinx audiences. Founded on the vision of empowerment, resilience, and hope, Pa’lante! (Forward) is a celebration of the ambicultural movement that embraces being both fully Latino and fully American without having to sacrifice any part of one’s identity.

“For more than a decade we’ve been developing creative, audience-first campaigns that strategically engage Latinx, Black, Asian-American and LGBTQ+ audiences,” said Jackie Gagne, Senior Vice President, Multicultural Marketing, WarnerMedia. “With the launch of HBO Max Pa’lante! we are creating a home for Latinx viewers and a community committed to nurturing Latino voices and sparking provocative conversations.”