In Philadelphia, Montgomery County area, Jacqueline Rocco birthed an idea during her time working as commissioner and advisor for Latino Affairs under Governor Tom Wolf’s term, a total of eight years of service.
Her mission was to grow connections and educate the community on Latino culture, her solution was the Hispanic Heritage Association. “There is a huge need for Hispanics to have a place, somewhere to bond and connect with each other. Montgomery county doesn’t have anything.” explained Rocco.
Established in 2019, HHA needed to adapt to the “new normal” after the surfacing of Covid-19. “We started to think about what direction we wanted to go in. We have a new mission and a new vision.” Rocco said.
As an organization the Hispanic Heritage Association focuses on educating the public about who they are, where they come from. The association highlights subjects that are often stigmatized, like intersectionality and culture. Rocco shares her main method of operation is to creating hands-on events and ensuring a safe space for valuable conversation for anyone to participate.
HHA contrasts other non-profits by not focusing so much on social service, such as finding housing or work, but through preserving cultural heritage and educational language surrounding the existence of these historically rich communities.
HHA centers heritage and the potential it holds when it comes to growth, and how sharing details and background about different cultures can strengthen individual identity. Rocco explains how perception formulates respect, which can create a healthy environment for those in a community and for those who would like to explore and learn more about cultures that may not be their own.
They nurture this standard of perception by abiding by the three E’s “Educate, Equip, and Empower.”
The three E’s according to HHA; Education, promoted through the different workshops and the information being shared. “Really making sure you are present during these presentations, and overall everywhere you go.”; Then equip. Rocco says, “Through hands-on activities we demonstrate what it would be like for you to experience something Latino or Hispanic based, it is the whole basis of our demonstrations.”; And finally empower, “Most of the time we usually hear things about how they didn’t know something from two different cultures were intertwined.”
HHA reasons that it is necessary to engage with the community and follow up with them by asking what they have learned and what they recall for themselves and what they may take away from the demonstrations.
Rocco went further to talk about generational ties and the tone of this time in history. “This country has been created by dividing people. Demonstrating how much we have in common, it can ease the tension. You can take it a step further and learn more about a culture that isn’t yours. It helps you change the way you think. It starts at home, and you decide you’re going to learn more.”
Throughout the longevity of HHA the association shows up for the community they have created. A collaboration with Rumba Radio, a local radio station, to converse about colorism and the psychology and stigma that arises when the topic arises.
As well as “Pintado Latin America” and “Sofrito and its History” which was a collaboration with Philadelphia Free Library. HHA has also been recognized for their work by the Immigrant Affairs Commission during Immigrant Heritage Month in June 2025. They also keep up an empowerment series where HHA highlights “mom and pop’s people” and how they should be rewarded for what they are doing in the community.
Throughout their work, a core fundamental is the HHA Ecosystem, this system focuses on experiencing culture with the five senses.
“Learning how things relate to touch. Feeling materials like wicker, fabric, and different things you can see. Plants, architecture. [Using] hearing, listening to music, family traditions, and then there’s smell. You can smell food like rice, and experience taste. [You] learn about how it’s made and learn how it’s being done differently from here to the Caribbean.”
HHA’s destination trip is especially meaningful to the organization. This trip is to a decided location where anyone who attends will be immersed in culture for a week. They focus on values and customs of said country beforehand. This trip ties together the value of experiential learning when it comes to culture and history.
“The education that comes out of this is priceless.” Rocco affirmed. “What we are doing is already special. Everyone involved has great skills they share, and it’s been magical and those are the things I am grateful for.”
Hispanic Heritage Association is always looking for volunteers and is looking forward to being a Keynote speaker for Hispanic Heritage month held by the Immigrant Affairs Commissioners Office in Montgomery County on September 18th.
For more information you can visit HHA’s socials
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