Each year, NALIP selects a Lifetime or Pioneer Achievement Award in Advocacy. This award recognizes an individual’s efforts as a pioneer in advancing the Latino Media Field. It salutes someone who advocates for Latinos working in media, addressing in some way the power inequities in our field.

Honorees have been:


Regarded as one of the entertainment industry’s leading spokespersons for Hispanic media advocacy, Alex Nogales has dedicated his career to creating employment opportunities for American Latinos in front of and behind the camera in film, television and radio. Widely credited for pioneering the charge for opening the doors for Latino writers, producers, directors and actors, Mr. Nogales has been continuously quoted by dozens of magazines and print publications including the New York Times, Los Angeles Times, Variety and Electronic Media. He is the president & CEO of the National Hispanic Media Coalition, and an Emmy-Award-winning television producer.

He previously served as President for the Hispanic Academy of Media Arts & Sciences (HAMAS) and now serves as an active spokesperson for the National Latino Media Council. He is dedicated to improving the levels of employment of Latinos in media, as well as eradicating the negative stereotyping of Hispanics in film, television and radio.


NALIP’s Pioneer Achievement in Advocacy Award goes to media activist Ray Andrade, founder of the pan-Latino protest group Justicia that challenged the lack of Chicano representation in media and the inaccurate portrayal of Latinos in the entertainment industry as a whole. He went on to co-create and was associate producer of the hit series “Chico and the Man,” and helped to pave the way for equal opportunities for Latinos in the industry today.


Maggie Rivas-Rodriguez is an associate professor at the University of Texas at Austin School of Journalism. In 1999, Rivas-Rodriguez founded the U.S. Latino & Latina World War II Oral History Project, which has videotaped interviews with over 560 men and women across the country. The interviews and related material, including thousands of high-resolution photographs are being transferred to the Nettie Lee Latin American Collection at the UT campus. The project has produced A Legacy Greater than Words, a book that summarizes 425 of the interviews, edited volumes of academic manuscripts, including Mexican Americans & WWII, a play, Voices of Valor and educational materials. She has more than 17 years of daily news experience in major market news outlets including newspapers, television and wire services.

2007: EDWARD JAMES OLMOS - Actor, Director and Activist

Raul Yzaguirre is one of the most widely recognized leaders in the Hispanic community. His involvement in many of the most critical legislative and public policy issues of the last three decades has made him a key national player on behalf of Hispanic Americans. Today, as President and Chief Executive Officer of the National Council of La Raza (NCLR), the largest constituency-based national Hispanic organization and a leading Hispanic "think tank" in Washington, D.C., he continues his lifelong mission to improve opportunities for Hispanic Americans.


Media educator, activist, and author Richard Perez (“From Assimilation to Annihilation: Puerto Rican Images in U.S. Films”) receives the Lifetime Achievement in Media Advocacy; Richard Perez is well-versed in urban problems, restructuring of the U.S. economy, race relations, media stereotyping, electoral politics, community organizing, campus organizing, youth leadership development, and political empowerment. He has become known for his involvement in the movement for community control of the schools, notably in New York City.