How Lozafina is Creating Affirmations of Belonging
This story was contributed by Josefina Loza, founder and CEO of Lozafina.
At Lozafina Marketing and Public Relations, we believe that representation is more than just a buzzword — it’s a powerful tool for change. When we began crafting our client EPIC for Girls campaign materials for Share Omaha’s Giving Tuesday, we initially explored using stock images to depict young girls in sports. However, we quickly hit a barrier: a glaring lack of stock imagery representing girls of color in sports settings. It was a stark reminder of why our client’s mission is so critical — not only to increase participation for girls of color in sports but also to ensure they see themselves celebrated and empowered.
That realization inspired action. We organized a citywide photoshoot, collaborating with several sports organizations that partner with EPIC for Girls to capture the young girls who directly benefit from the nonprofit’s work. From the swift movements of a soccer player scoring a goal to the grace of a young ballerina mid-leap, these moments of determination and joy are now the heart of our branding.
These images aren’t just photographs; they’re affirmations of belonging. Seeing their faces reflected in our campaigns has filled these young women with a sense of pride and validation. It’s a reminder to them — and to our community — that they are seen, they are valued, and they belong in these spaces.
We built the Giving Tuesday social media campaign theme "Access. Advocate. Activate." to celebrate these young athletes. Each image tells a story of perseverance and potential, and each donation helps create opportunities for more girls to participate in volleyball, basketball, soccer, ballet, and beyond. When these girls see their faces representing our movement, they’re not just participants — they’re role models for others.
This Giving Tuesday, we encourage you to visit EPICforGirls.org and be part of this empowering journey. Early giving is already underway, and every contribution activates change, advocates for equity, and increases access to sports for young girls of color.
Representation matters. And thanks to your support, we’re making sure every girl knows her story is worth celebrating.
Josefina Loza is the founder and CEO of Lozafina, a Latina-owned branding, marketing, and public relations firm based in Omaha, Nebraska. Lozafina offers a comprehensive range of services, including communication strategy, brand messaging, media relations, social media marketing, and multimedia storytelling. Under Loza's leadership, Lozafina has become an award-winning agency and INC. Magazine-verified industry leader, celebrated for its ability to connect brands with people and help businesses and organizations tell their unique stories effectively.