Background
Ahead of the 2020 U.S. general elections, Poder Latinx launched the ‘Votar es Poder’ campaign to mobilize eligible Latino voters in key battleground states: Arizona, Georgia, and Florida. Recognizing the influence of Latino voters, the campaign aimed to drive voter registration, civic engagement, and turnout.
A key element of the campaign was the animated character ‘La Borinqueña,’ created in partnership with Somos Arte, to inspire and empower Latino voters through culturally relevant storytelling.
To amplify the campaign’s reach and impact, The Communications Shop led strategic media relations, content distribution, and targeted voter engagement efforts.
Challenge
While Latino voters hold significant electoral power, mobilization efforts often face barriers, including:
- Lack of Culturally Relevant Messaging – Ensuring outreach resonated with diverse Latino communities.
- Limited Media Visibility – Securing widespread coverage in both Spanish and English-language outlets.
- Breaking Through Election Noise – Cutting through competing narratives to emphasize the Latino vote’s importance.
Strategy & Execution
To address these challenges, The Communications Shop implemented a multi-channel media strategy focused on earned, paid, and digital media to drive voter awareness and participation.
1. Media Partnerships & PSA Distribution
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- Secured high-impact media partnerships to promote the ‘Votar es Poder’ public service announcements (PSAs).
- Placed Spanish-language radio PSAs in Orlando and Tampa, ensuring broad exposure among Florida’s Latino voters.
2. News Coverage & Spanish-Language Media Engagement
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- Developed tailored media strategies to drive coverage in local and national Spanish-language outlets.
- Worked with Poder Latinx to elevate the importance of the Latino vote in national election discussions.
- Positioned ‘Votar es Poder’ as a civic empowerment movement, securing placements in influential Latino media forums.
3. Digital & Community Outreach
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- Amplified campaign messaging through targeted digital engagement strategies.
- Leveraged the cultural relevance of ‘La Borinqueña’ to engage younger Latino voters and first-time voters.
Results & Impact
Through strategic media outreach and messaging alignment, the ‘Votar es Poder’ campaign successfully increased Latino voter awareness and engagement:
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- Expanded Media Coverage – Positioned the Latino vote as a national discussion point in Spanish and English-language media.
- Broad PSA Reach – Distributed radio PSAs in key Florida markets, ensuring increased visibility among eligible voters.
- Increased Voter Engagement – Strengthened Poder Latinx’s role as a leading voice in Latino civic participation efforts.
Conclusion
By implementing a culturally resonant and media-driven voter engagement strategy, The Communications Shop helped Poder Latinx maximize the impact of ‘Votar es Poder,’ ensuring that Latino voters were informed, engaged, and motivated to participate in the 2020 elections
