Coalition Launches Bilingual Campaign to Help Altadena Latino Fire Survivors

The 'Know Your Rights' effort aims to assist families affected by the Eaton Fire with legal claims, insurance disputes, and rebuilding fraud.

Mar. 12, 2026 at 1:37pm

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A coalition of Latino-serving organizations is launching a bilingual 'Know Your Rights' campaign on Thursday to help families affected by the Eaton Fire in Altadena navigate legal claims, insurance disputes, and rebuilding fraud issues that have mounted in the 14 months since the blaze destroyed over 9,000 structures in the area.

Why it matters

Research has shown widening disparities in Altadena's recovery from the Eaton Fire, with Latino homeowners facing financial barriers, underinsurance, and bureaucratic delays that have stalled rebuilding progress. The campaign aims to address these challenges and protect fire survivors from fraud.

The details

The campaign, called 'Know Your Rights/Conoce Tus Derechos,' is organized by the Viva Altadena Collaborative and will take place at 2 p.m. at Monarca Sol, a Chicana Indigenous-owned cultural boutique. Representatives from various organizations, including the Los Angeles Latino Chamber of Commerce, the National Day Laborer Organizing Network, LA Fire Justice, and Alliance for a Better Community, are expected to participate. The effort comes as research has documented disparities in the recovery, with nearly seven in 10 severely fire-damaged homes showing no progress toward rebuilding and fraud compounding the obstacles faced by Latino homeowners.

  • The Eaton Fire began on January 7, 2025.
  • A UCLA study published in October 2025 found that nearly seven in 10 severely fire-damaged homes showed no progress toward rebuilding.
  • In December 2025, the Los Angeles County District Attorney's office charged five people with felonies for operating as unlicensed contractors in the Eaton Fire burn zone in Altadena.
  • A February 2026 UCLA study found that more than 74% of fire-impacted rental units in Altadena remained on properties with no rebuilding permits filed.
  • The 'Know Your Rights' campaign is scheduled for Thursday, March 12, 2026 at 2 p.m.

The players

Viva Altadena Collaborative

The organization that is hosting the 'Know Your Rights' campaign.

Monarca Sol

A Chicana Indigenous-owned cultural boutique where the campaign event will take place.

Los Angeles Latino Chamber of Commerce

An organization that will participate in the campaign and focuses on economic development for Latino-owned businesses in the region.

National Day Laborer Organizing Network (NDLON)

A Pasadena-based network of more than 70 labor organizations that focuses on the rights of day laborers and low-wage immigrant workers.

LA Fire Justice

A wildfire litigation firm with offices in Pasadena that represents Eaton Fire victims in lawsuits against Southern California Edison.

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What’s next

The campaign's organizers hope the event will help fire-affected Latino families in Altadena navigate the legal, insurance, and rebuilding challenges they have faced since the Eaton Fire.

The takeaway

This campaign highlights the ongoing struggles of Latino fire survivors in Altadena to recover and rebuild, underscoring the need for targeted assistance and protections against fraud to ensure an equitable recovery process.