The National Council of La Raza (NCLR) – the largest national Hispanic civil rights and advocacy organization in the United States—works to improve opportunities for Hispanic Americans. Through its network of nearly 300 affiliated community-based organizations, NCLR reaches millions of Hispanics each year in 41 states, Puerto Rico, and the District of Columbia.
In 1995, NCLR created the NCLR ALMA Awards as part of its strategy to promote fair, accurate, and balanced portrayals of Latinos in the entertainment industry. The name “ALMA” (“American Latino Media Arts” and Spanish for “spirit” or “soul”) represents the determined spirit of the Latino community and reflects both the essence and scope of the awards program.
The NCLR ALMA Awards is a celebration of the men and women who use the power of their celebrity to give back to communities and causes with great commitment to helping open doors of opportunity for others.
NCLR’s vision is to impact the entertainment industry in a way where the role of Hispanics in media and entertainment shift from invisibility to inclusion, while promoting fair and accurate images of Latinos in the media. NCLR wants the world to see that inclusion enhances the entertainment industry and diversity strengthens our country.