Billboards Highlight the “Real Coachella” and Honor Local Farmworkers

As the annual Coachella Music and Arts Festival draws global attention, a local nonprofit is using the moment to shine a spotlight on the often-overlooked heroes of the Coachella Valley—the farmworkers.

You might have already noticed the new billboard campaign titled “The Real Coachella,” organized by TODEC (Training Occupational Development Educating Communities). The campaign features striking visuals and messages designed to raise awareness about the labor and resilience of local agricultural workers who are vital to the valley’s economy.

Araceli Martinez, who has worked in the fields for two years, says she’s proud to be part of a campaign that recognizes the reality behind the region’s name. “Working in the fields is hard. It’s not a simple job like people might think,” she shared. “Some people try it, but they don’t last. They’re not used to the heat or carrying heavy loads. So it’s a good thing to be recognized.”

This is the fifth year TODEC has launched a campaign like this, and organizers say it’s more important than ever to uplift the voices of the local farmworker community—especially when the spotlight is typically on music and celebrities.

The organization hopes to continue the “Real Coachella” tradition in the years ahead, using platforms like billboards and social media to build pride within the community and promote awareness about the essential role farmworkers play in the Coachella Valley.

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