The League of Women Voters (LWV) is a renowned nonpartisan organization dedicated to empowering voters and defending democracy. This campaign marked a pivotal moment for LWV, as it launched its first-ever Spanish-language voter engagement campaign to increase Latino communities’ participation across several key states in the 2024 U.S. elections.
The goal was to drive traffic to the VOTE411 Spanish website in the 2024 elections by creating the culturally relevant campaign “Sé la Voz” (Be The Voice) designed to engage Spanish-speaking voters aged 25-55 in five states, including Texas, Nevada, Arizona, Virginia, and Florida. This included message research, graphic design, video production, digital content, and media buys across platforms like Meta, Google Ads, and Digital and traditional Radio.
The Sé la Voz campaign, meaning “Be the Voice,” was created with one powerful goal: to empower Latino communities by helping them navigate the electoral process during 2024.
With the slogan “Sé la voz de los que no tienen voz” (“Be the voice of those who have no voice”), the campaign reflects the mission: to amplify the voices of those who have historically been underrepresented by ensuring they are well-informed and confident in their voting decisions. This was crucial, especially since many in the target audience found the electoral process daunting due to language barriers and lack of accessibility to information.
To reach Spanish-speaking voters in Texas, Nevada, Arizona, Virginia, and Florida, the campaign strategically utilized digital platforms such as Meta (Facebook and Instagram), Google Ads, and Radio. These platforms were chosen for their ability to deliver ads directly to the most relevant audience, ensuring maximum engagement with the campaign’s message.
Traditional and radio ads were integrated into the campaign as a complementary format. While the digital ads focused on driving traffic to the website, radio built awareness and created an echo of the campaign’s messaging in communities across targeted states. Radio was used strategically to reinforce the digital efforts, ensuring that the campaign reached audiences who might not be as active online but still consumed media via traditional channels.
Storytelling played a central role in the campaign. The content was crafted to resonate emotionally with the audience, addressing their unique concerns and experiences while emphasizing the importance of voting and civic participation. Using culturally relevant messaging, the campaign sought to foster a deeper connection with the target demographic. The ad strategy focused on driving clicks—the campaign’s primary success metric—directing users to the Vote411 website in Spanish. This site provided essential voter information, including registration details, key election dates, and instructions on voting, empowering voters with the knowledge they needed to participate fully in the election.
The Sé la Voz campaign achieved remarkable success, significantly increasing voter engagement and driving traffic to Vote411 website in Spanish. Over the year, the campaign’s digital strategy, combined with traditional radio ads, helped amplify the voices of Spanish-speaking voters and ensured they were informed and empowered to make confident voting decisions
Radio Ads: The radio ads reached more than 2 million listeners, complementing the digital efforts by reinforcing the messaging and building awareness in areas where the digital presence may not have reached as strongly. Radio ads helped echo the campaign’s message, contributing to its widespread impact.
This campaign marked the first Spanish-language initiative by the League of Women Voters (LWV), which went beyond simple translation. It was culturally adapted to resonate with the unique needs of Hispanic populations in different states. The language was tailored to local dialects and slang, ensuring relevance, while the visuals featured individuals reflecting the diversity of the Hispanic community, helping people feel represented both linguistically and visually.
The campaign utilized culturally tailored messaging and storytelling, ensuring it resonated deeply with the target audience and addressed their unique concerns, fostering a stronger emotional connection.
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