Chicanos Por La Causa Launches $10 Million Latino Election Campaign in AZ


Chicanos Por La Causa, one of the nation’s largest Latino nonprofits, will invest $10 million in a campaign to increase the Latino vote in Arizona.

On Thursday, the organization officially announced and launched the nonpartisan Get Out The Vote campaign at a press conference held at Santa Rita Hall in Phoenix. Community leaders and activists such as Petra Falcon, executive director of Promise Arizona, and Carolina Rodriguez-Greer, state director of Mi Familia Vota, participated in the press conference.

The church hall where the initiative was launched is a Phoenix Historic Property Registry site where civil rights leader Cesar E. Chavez fasted for 24 days to protest social injustice in 1972.

“Just as he understood the power of protest and the power of education, Cesar Chavez understood the power of the vote,” said Joseph Garcia, vice president of public policy at CPLC and executive director of the CPLC Action Fund.

“And so it’s no coincidence that we’re here today to announce the launch of an unprecedented commitment from Chicanos Por La Causa and its non-profit sister organization CPLC Action Fund,” he said. he declares.

David Adame, president and CEO of CPLC, said the $10 million initiative — which was unanimously approved by the organization’s board — will be a nonpartisan effort to s ensure that Latinos use their right to vote as American citizens. Voting is the Latino community’s most powerful tool for solving important issues, he said.

“Yes, immigration is an important issue and something I’m passionate about. But we care about health care, we care about safe neighborhoods, we care about education,” Adame said. “And every one of those elected officials, from a school board member to the President of the United States. They will be held accountable to our community.”

“Investing in our employees”

In Arizona, Latinos made up 26.3% of the eligible voter population in 2018, according to data from the Pew Research Center. Latinos made up about 14% of the vote in Arizona in the last midterm elections, Garcia said. The campaign aims to boost that by 2% — around 52,000 more votes, according to Garcia.

The campaign will target those who have not registered to vote as well as those who have already registered but are not necessarily voting. Garcia said as part of the initiative, focus groups will identify messages that resonate with specific audiences, such as younger populations, to reach potential voters in the best way possible.

The message to register and vote will be sent in multiple formats such as digital advertising and television advertising, and it will have a strong social media presence, Garcia said. CPLC will also organize events and messages in Spanish for the campaign.

Details about the ads and events weren’t released, but Garcia said the plan was strategic.

“It won’t just be a billboard that says ‘vote,’ because that doesn’t move or motivate anyone,” Garcia said.

As the midterm elections approach in November, Garcia said the effort is to increase Latino voting in 2022 and beyond. He said if parents voted and talked about it at home, children would also learn to vote and it would become an expectation among Latinos.

“I think one of the speakers said it best: we have invested in democracy. We are investing in today and investing in tomorrow, in our community. We are investing in our people so they can make their voices heard. his voice for change – positive change, generational change,” Garcia said.

The initiative is a statewide effort that will focus on Latino districts and serve as a model for replicating what works in other states where CPLC operates, such as Nevada or California.

“We will be the unavoidable vote”

Democratic Arizona gubernatorial candidate Marco Lopez said he believes part of getting a fair policy for working families in Arizona is getting more Latino families involved. and to vote.

Lopez said he thinks the next election will be different from the last three cycles in Arizona because instead of asking Latinos to vote against bills or people that target them, they can vote for them.

“Now we have the opportunity to ask them to vote for their families, to vote for them so that they have better education, better access to health care, better access to jobs and better access to affordable housing. to live in our state,” Lopez mentioned. “It’s the difference that really matters.”

Garcia said the effort will change the political landscape in Arizona and won’t allow the Latino vote to be ignored.

“No political party or candidate in Arizona can ignore us or take it for granted,” Garcia said. “In fact, no campaign will be successful without first winning the Latino vote. We will not be the swing vote. We will be the must vote.”

Contact breaking news reporter Angela Cordoba Perez at [email protected] or on Twitter at @AngelaCordobaP.

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