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After a decade of absence, the iconic “Ponte Trucha” campaign returns to the media to motivate Mexicali residents to change their attitudes and improve their job opportunities. The campaign, which had a significant impact between 2001 and 2013, is coming back with a fresh approach to adapt to the new times and changes in communication media.
The Mexicali Linkage Committee, part of the city’s Economic Development Council, is leading this effort. Since its creation in 1993 by three visionary entrepreneurs, the Committee has worked to connect the educational sector with the productive sector to improve the quality of life and competitiveness of the community. Throughout its 31 years of activity, the Committee has developed various campaigns, but none have reached the level of influence of “Ponte Trucha.” This flagship campaign of the Liaison Committee is returning, adapted to the new times, but with the same goal of creating a change in awareness.
Javier Sanchez, member of the Mexicali Linkage Committee board of director, stated that a change in attitude can benefit the company and thus lead to more opportunities.
“If you truly want to improve yourself, improve your family, improve the company you work for, and want Mexicali to improve, you have to ‘Ponte Trucha,'” Sanchez said, adding that this campaign is a citizen-led initiative without political undertones.
The original campaign focused on achieving an attitude change in the productive sector and stood out for its clear and accessible message, which resonated deeply within the community. Despite its retirement in 2013, its legacy has endured, with many Mexicali residents still remembering its symbols and slogans.
In 2024, “Ponte Trucha” returns with a renewed strategy that seeks to adapt to new digital realities and contemporary audiences. The campaign is being relaunched at a time when society is facing a constantly changing media landscape but with the same central goal: to transform the perceptions and attitudes of Mexicali residents, making them aware and responsible for their development.
The first phase of the campaign, launching this year, will focus on personal reflection, inviting locals to consider the power of their thoughts and how these influence their actions and outcomes. With the slogan “Your well-being depends on you: on your positive attitudes and pursuit of personal growth,” “Ponte Trucha 2024” aims to renew its promise of transformation and empowerment within the community.
The Linkage Committee, created in 1993 as part of the Mexicali Economic Development Council, is an initiative led by local entrepreneurs that seeks to strengthen the relationship between the productive sector and the educational sector. Working in coordination with educational institutions at all levels, the Committee is dedicated to fostering a close bond that promotes the economic and social development of the region.
