The word fronterizx (or fronterizo/a) is used by local people to describe things, people, and behaviors, that are somehow related to the border. Its broadness reflects the inclusiveness of the word. The English word border however conjures images of division and conflict. This campaign confronts this idea. The region is one of the Americas great epicenters of cultural hybridization. But instead of promoting cultural connectivity - too often we are divided and politicized. These divisions cause dangerous policies and uninformed rhetoric that create the social circumstances for the type of violence that happened during the mass shooting in El Paso, Texas.