A Perris immigrant support group aims to tell concertgoers about the “year-round superstars” who toil in the desert.
, which put up the billboards, said the goal is to raise awareness of farmworkers in the area who are often “invisible” to global audiences going to the area solely for music festivals.
Luz Gallegos, executive director of the TODEC Legal Center in Perris, is seen at a 2018 workshop. Her center placed billboards enroute to the Coachella Valley Music and Arts Festival to raise awareness about the plight of farmworkers. “We are not against the concert … Our goal is to showcase the real Coachella; our year-round superstars,” she wrote in an email.
The center supports immigrant communities, offers legal services, advocacy and education to workers in Riverside, San Bernardino, Inyo and Imperial counties. The billboards, paid for by donations, are meant to bring public awareness to the health disparities between farmworkers and others and also the poverty that they face, said Gallegos, who did not share the cost of the effort.
The billboards were installed during the second week of March and will be up until the end of the month.
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