Somos Votantes and Priorities USA Launch $2.7 Million Digital Mobilization Campaign Targeting Latino Voters
The Multi-million Dollar Bilingual Campaign Includes Digital and Radio Ads and a Partnership with Latino Content Creators to Engage and Mobilize Low-Propensity Latino Voters
Washington, DC (October 17, 2024) – As first reported in Politico, Somos Votantes and Priorities USA launched a $2.7 million bilingual digital mobilization program to encourage low-propensity Latino voters to turn out and vote this Election Day. The non-partisan campaign features a bilingual digital and radio blitz with ads in English and Spanish targeting Latino voters. The program will also feature a content creator program, partnering with 15 Latino content creators with a cumulative following of nearly 60 million followers across YouTube, Instagram, and TikTok.
The bilingual digital ads will run across various digital platforms, with major investments in YouTube, and specifically targeting low-propensity Latino voters. While traditional GOTV programs focus on reaching Latino voters online by targeting zip codes with a high population of Latinos, this campaign is specifically designed to reach the growing majority of Latino voters who live in less densely concentrated ZIP codes.
“Voting gives us the power to speak up about the issues, and the people, that matter to us,” said Melissa Morales, President and Founder of Somos Votantes,” said Melissa Morales, President and Founder of Somos Votantes. “That's why we are excited to announce our latest campaign with Priorities USA to ensure that in the coming weeks, Latino voters know their voting rights and have the information they need to exercise their power by November 5th. We are committed to meeting Latinos where they are, at their door, in their community, and most urgently on YouTube.”
“Our main focus between now and Election Day is to encourage voters of color to turn out and make their voices heard at the ballot box,” said Danielle Butterfield, Priorities USA. “We have been working to perfect this digital strategy at Priorities in order to reach and mobilize every Latino voter, particularly those who are often not targeted in traditional GOTV programs. Our strong partnership with Somos year after year has set us up to deliver innovative digital strategies, including a robust content creator program, that will ensure we are seeing record-level turnout of Latino voters in the coming weeks.”
This latest launch comes after earlier in August, Somos Votantes and Priorities USA announced a six-figure investment to launch a first-of-its-kind YouTube creator program to target low-propensity Latino voters by creating videos in English, Spanish, and mixed language, focusing on educating Latinos on important civic engagement issues and encouraging voting on a nonpartisan basis.
As demonstrated by Equis Research findings, YouTube is the most critical platform for reaching Latino audiences, where Latino audiences spend 2x the time compared to non-Latino adults.
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About Somos Votantes
Somos Votantes is a Latino-led, Latino-focused organization that runs some of the largest independent Latino civic and voter engagement programs in the country. We envision a nation where hardworking Latinos have the opportunities and tools to fully participate in our democracy. Somos Votantes seeks to empower hardworking Latinos in shaping the future of our democracy, primarily through non-partisan civic engagement programs, by increasing our participation in elections and advocating for progressive policies. Visit https://www.somosvotantes.com/ for more information, and follow us on Instagram, Facebook, YouTube and X.
About Priorities USA
Priorities USA was established to mobilize every American on the issues that affect their daily lives. To do that, we build state-of-the-art research, digital and communications and ensure the democratic process is accessible to every citizen.