Partner Overview
Since 2016, CASA members have advocated for policies supporting immigrants and Latino communities in Pennsylvania. Their voices have grown stronger each year, influencing policies designed to protect and uplift vulnerable populations. In 2019, their advocacy resulted in a policy that prevented state police from notifying ICE about undocumented immigrants. The following year, they played a key role in securing a moratorium on evictions, which protected families during the pandemic. As they looked to 2021, CASA continued its mission with a bold agenda that included initiatives for driver’s licenses for all, tuition equity, a $15 minimum wage, climate action, and extended COVID-19 relief.
Campaign Objective
Although Puerto Ricans are U.S. citizens, they cannot vote in presidential elections while residing on the island. As a result, many are unfamiliar with the electoral process until they move to the mainland United States. This challenge is further compounded by language barriers, as many Boricuas relocating to the U.S. do not speak English fluently. The intimidation of navigating an unfamiliar voting system in a different language often discourages participation.
In the 2024 presidential election, over 300,000 Puerto Ricans in Pennsylvania were eligible to vote—representing a significant segment of the electorate. However, many needed motivation to participate and reassurance that their votes mattered and could directly influence policies affecting their lives and families.
Oye Mi Voto’s campaign aimed to bridge this gap by raising awareness among Puerto Rican voters—both young and adult—about the power of their voices in shaping their future. Through culturally relevant messaging and outreach, the campaign sought to empower and encourage them to participate actively in the electoral process.
Strategy and Implementation
Oye Mi Voto’s campaign aimed to empower Puerto Ricans, young adults (ages 18-26), and middle-aged adults (ages 40-60) in Pennsylvania to recognize and harness the transformative power of their vote in the 2024 Presidential Election to drive meaningful change.
Our goal was to engage at least 235,000 of Pennsylvania’s approximately 300,000 eligible Puerto Rican voters within two months. We achieved this by leveraging culturally relevant resources emphasizing civic responsibility. Communications Shop facilitated a focus group with CASA Pennsylvania’s canvassers, actively engaging them in the creative process to ensure their insights and experiences shaped the campaign’s direction.
The campaign’s messaging and tone were bilingual, inclusive, direct, and hopeful—resonating with the community’s desire to be heard. To capture this spirit, we chose Oye Mi Voto as the campaign name, reinforcing the idea that every voice matters and that, together as a community, Puerto Ricans can shape their future.
Visually, Oye Mi Voto embraced Latino roots and traditions, reflecting the cultural identity deeply ingrained in every Puerto Rican—even those who have lived away from the island for years. The campaign’s aesthetic and messaging aimed to create a sense of belonging while inspiring civic participation.
To connect with young adults and middle-aged voters, we focused on the platforms they use daily—Facebook, Instagram, TikTok, YouTube, and Spotify—leveraging innovative and creative strategies to maximize engagement.
During the campaign’s two-month run, we combined traditional media with a dynamic digital strategy, ensuring broad reach and impact. What set Oye Mi Voto apart was its distinct Caribbean charm, which deeply resonated with the Boricua community. By incorporating vibrant visuals and music that celebrated Latino roots, we created a campaign that felt familiar, inspiring, and truly representative of Puerto Rican identity.
Results
Our strategic approach delivered outstanding results, exceeding key performance goals and maximizing engagement across digital and traditional media platforms:
- Ad Campaign Success: We surpassed our impression goal by 1,378,346, with Meta ads on Facebook and Instagram generating 1,613,346 impressions and reaching 1,210,358 users.
- Organic Engagement: Our content strategy drove 22,172 organic impressions and reached 16,618 users, amplifying awareness beyond paid efforts.
- Media Coverage: We secured media features across English and Spanish-language outlets, expanding the campaign’s visibility and reinforcing its message within the community.
These milestones highlight the campaign’s impact in mobilizing Puerto Rican voters and fostering a sense of empowerment within the community.
- Partner : CASA
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