Challenge:
The 2022 midterm elections in Maryland were pivotal, especially following eight years of Republican governance. The election presented a critical opportunity to protect democracy against an extremist Republican candidate. With a limited number of governors representing Black, Brown, and minority communities across the U.S., the election of Wes Moore was essential not only for Maryland but also as a statement for representation and equity. Communications Shop was tasked with leading the Spanish language campaign to inform and engage Maryland’s Latino community in support of Wes Moore’s vision.
Solution:
Communications Shop developed a comprehensive communications strategy focused on mobilizing the Latino vote, leveraging various digital and traditional platforms to ensure maximum outreach and engagement. Key components included:
- Tailored Messaging:
- Created culturally relevant and impactful messaging that highlighted Wes Moore’s plans for the Latino community, addressing critical issues such as education, health care, and economic opportunity.
- Ensured messaging was available in both English and Spanish to resonate with diverse audiences.
- Digital Campaign:
- Implemented a robust digital strategy that included targeted social media campaigns, informative posts, and engaging content aimed at Spanish-speaking voters.
- Developed a series of digital assets, including videos, graphics, and infographics that articulated Moore’s vision and policies for the Latino community.
- Media Engagement:
- Facilitated media interviews with Wes Moore in Spanish-language outlets to enhance visibility and connect directly with the Latino audience.
- Authored and distributed opinion articles in Spanish that reinforced Moore’s commitment to issues impacting Latino communities.
- Radio Outreach:
- Produced and aired radio spots on popular Spanish-language stations, effectively reaching audiences across Maryland and informing them about the importance of their vote in the upcoming election.
- Used compelling narratives and testimonials to encourage participation and engagement within the community.
Results:
The collaborative efforts of Communications Shop and the Wes Moore campaign led to significant outcomes:
- Broad Reach: The campaign successfully reached over one million Spanish-speaking Marylanders, significantly increasing awareness of Wes Moore’s candidacy and his vision for the Latino community.
- Historic Victory: Wes Moore made history as the first Black governor-elect of Maryland, and Aruna Miller became the first woman and immigrant lieutenant governor-elect. This election not only represented a significant shift in Maryland’s political landscape but also highlighted the importance of diverse representation in leadership.
- Increased Voter Engagement: The campaign fostered heightened engagement within the Latino community, encouraging participation in the electoral process and reinforcing the importance of voting.
Conclusion:
Communications Shop’s strategic approach to mobilizing the Latino vote for Wes Moore in the 2022 Maryland gubernatorial election exemplified the power of targeted communications and community engagement. By effectively utilizing digital platforms, media outreach, and culturally relevant messaging, we played a crucial role in driving awareness and participation among Spanish-speaking voters. The historic victory of Wes Moore and Aruna Miller reflects the importance of representation and the collective efforts of all involved in advancing democracy in Maryland.
- Partner : Wes Moore
- Categories
- Campaign
- Digital Marketing & Social Media
- Electoral
- Media Relations & Public Relations
- Politics
- Strategic Communications
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