Mobilizing Latinos to Boost Voter Participation
Challenge
Mi Familia Vota is a national civic engagement nonprofit that aims to mobilize low-propensity Latino voters across several states, including Arizona, California, Colorado, Florida, Nevada, Texas, Wisconsin, Michigan, and Pennsylvania.
To motivate and rally Latinos for the 2020 election, the organization needed to create a campaign that would convey a message of inclusivity, value, and representation. The team’s cultural background, creative drive, and a personal connection to the cause made Moira the perfect partner to work on these ads.
Strategy
With a deep understanding of these challenges, the Moira team turned to their own cultural experience to create a series of ads that would touch the hearts of Latino voters. The campaign consisted of a nation-wide digital campaign with the following ads:
- Latinas: Considered the backbone of their families, Latinas are important decision-makers that Democrats needed to target with an ad specifically for them. Speaking in first person, Moira created a piece that reflects the collective voice of Latinas in the United States. It emphasizes the strength and resilience of Latina women, making them feel proud of the important role that they play in their families, the economy, and the country as a whole.
By addressing key issues such as equal pay, representation, and safety, the video successfully empowers Latina voters to create positive change by amplifying their voices and making them feel heard.
- Losing Game: With most TV ads about the opposition having a dark tone and jarring visuals , Moira took a lighthearted approach to get the Democratic message across to Latino voters about Donald Trump. As a way to connect with the target audience, Moira crafted a witty commercial narrated by a Latino soccer commentator.
The piece uses fútbol analogies to illustrate how Trump’s policies negatively impacted Latinos. Highlighting negligence in COVID response, job protection, and immigration the Moira team incorporated motion graphics to create a scoreboard that reflects Trump’s failures.
- Enough: Moira’s team wanted to inspire a sense of pride within the Latino community, showing what we’ve done for ourselves and for this country. Challenging the perception of Latinos as victims, the ad empowered viewers by acknowledging their resilience and transformation. Yes, there were many challenges to starting a new life in a different country. But, by inviting the audience to take a look back and see how far they’ve come, the video turns the sense of disempowerment that many Latinos feel into civic engagement.
By presenting the shared Latino experience from a personal lens, the team leveraged the power of “found footage” that transported viewers to their own family memories.
Results
These emotional ads struck a chord with Latinos across the country. From those who are still on the immigrant journey to their second-generation children who were born here, the Mi Familia Vota campaign recognizes Latinos as a driving force in the country – underscoring that Latinos were instrumental in delivering the Democrats their presidential victory. Ads like these were the catalyst that significantly moved the needle across the targeted demographic, where Latinos gave Joe Biden the win in these battleground states.