Harris-Walz Campaign Announces Historic Efforts to Reach Latino Voters to Kick Off Hispanic Heritage Month
Historic $3 million investment in Spanish language radio for the month alone, building on ongoing investments
Aggressive organizing push in key Latino communities in battleground states
First-of-their kind Baseball Games, Boxing Matches, and Independence Day Events Among Key Organizing Moments
Today, Team Harris-Walz launches historic actions to engage, reach, and mobilize Latino voters as Hispanic Heritage Month kicks off. Beginning just 51 days before election day and as early voting begins in key, Latino-heavy battleground states, Team Harris-Walz will build on its existing Latino outreach efforts to-date. Todays’ historic actions include:
- An aggressive push by surrogates as well as Vice President Harris and Governor Walz to campaign and reach out to Latino voters in battleground states – with a focus on showing up at Latino community events.
- A historic, $3 million investment into Spanish-language radio for the month alone – among the largest and most significant investments into Hispanic media ever.
- A historic organizing push designed to leverage key cultural moments and events within the Latino community to meet voters where they are, and talk about the importance of this election.
“Hispanic Heritage Month is an important moment to celebrate the richness and diversity of Latino communities across the country,” said Harris-Walz Campaign Manager Julie Chavez Rodriguez. “It is also a critical moment for us to leverage, as we continue to reach Latino voters about the stakes of this election, how crucial their vote will be in deciding this race, and defeating Trump and his anti-Latino agenda. Building on our historic efforts to break through and earn the support of Latino voters everywhere, this Hispanic Heritage Month will be a key part of our aggressive campaign efforts to make our case to voters about Vice President Harris, who has spent her entire career fighting for Latino families, and as president, will always focus on the issues that our community cares most deeply about.”
Boxing, Baseball Games, and More: Team Harris-Walz Showing Up At Latino Community Events
As Hispanic Heritage Month kicks off, Vice President Harris will deliver remarks at the Congressional Hispanic Caucus Institute’s annual conference on September 18 where she will speak on how her agenda for a New Way Forward will create opportunity for all and boost middle-class Latino families.
A cornerstone of Hispanic Heritage Month efforts will focus on meeting Latinos where they are to drive home the stakes of this election. From baseball games to independence day events, to boxing matches, Team Harris-Walz will deploy surrogates to Latino events across the country to talk about Vice President Harris’ vision for Latino communities and for our future. Events include:
- Team Harris-Walz will attend tonight’s fight between world champion boxer Canelo Alvarez and Edgar Berlanga. Harris-Walz Campaign Manager Julie Chavez Rodriguez along with Senator Ben Ray Luján and Congressman Adriano Espaillat will attend the fight in Harris-Walz gear – providing visibility for the campaign during a weekend being dubbed the unofficial combat sports Super Bowl for fans. In addition, mobile billboards will fan out across Vegas airing “Luchadora,” a Latino-specific ad highlighting Vice President Harris’ work to fix the border and record of taking on and winning against cartels, human traffickers, and international gangs as attorney general of a border state.
- This weekend’s Mexican Independence Day Weekend will serve as an organizing opportunity and entry point for Latinos, many of whom will be casting their vote for the first time. Team Harris-Walz will host voter contact events at churches, Mexican Independence Day celebration events, sporting events, and more in every battleground state throughout the month. Volunteers are also self-organizing parade contingents at parades in battlegrounds including Phoenix, AZ and Raleigh, NC.
- Bolstering presence at community events and sporting events. Latinos con Harris-Walz will host events in Michigan featuring Congressman Chuy Garcia including a retail walk at Honey Bee Market in Southwest Detroit, a canvass launch, and attend the Detroit Tigers Hispanic Heritage Tailgate. Sunday, Congressman Garcia will be traveling to Minnesota to organize supporters around Mexican Independence Day. Sunday, Harris-Walz Campaign Manager Julie Chavez Rodriguez will headline a Latinos con Harris-Walz Call-A-Thon with a goal of reaching 500,000 Latino voters during the month.
- New Way Forward Features Hispanic Heritage Month. CHC Members and Latino leaders will headline and participate in events in Arizona, Nevada, Pennsylvania, and Wisconsin to kick-off Hispanic Heritage Month as part of our New Way Forward tour.
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- The Honorable Xavier Becerra will be in Arizona as part of the Harris-Walz Campaign’s New Way Forward tour to meet with first-generation Latino college students, mobilize support, and reach the voters who will decide this election as we approach the closing weeks of the campaign.
- The Honorable Miguel Cardona will be in Pennsylvania to reach and speak to Puerto Rican voters who will be critical to our path to victory in the state.
Unprecedented $3 Million Investment into Spanish-Language Radio During Hispanic Heritage Month
Team Harris-Walz’s investments into Hispanic media are both the earliest and largest investments in history. Building on its existing program, the campaign will make an additional, historic $3 million investment into Spanish-language to augment its paid media efforts to reach Latino voters where they are.
This buy bolsters the existing bilingual television and digital investments reaching battleground Latinos, and will ensure that the Team Harris-Walz message is in the most impactful radio blocs. Highlights of this bilingual investment include engagements with influential radio personalities, sports-themed creative and advertising during local baseball, football and fútbol team coverage.
Radio is a heavily consumed medium for Latino voters to receive their information as 96% of Latinos listen to radio every week, much higher than the general population. Additionally, for key younger voting blocs, radio reaches 93% of Latino millennials each month and 98% of 35-to-49-year-olds.
Throughout the month, Team Harris-Walz will introduce new creative focused on key issues for Latino voters, and invoking trusted messengers about Vice President Harris’ record and agenda to tackle corporate greed, lower costs, and create opportunity for Latino communities. Yesterday, Team Harris-Walz launched “My Voice,” a new ad featuring Victor Martinez, an Allentown-based Lehigh Valley host of La Mega Radio and trusted community figure who highlights Harris’ record of standing up “to the greedy corporations making it harder to afford food and pay the rent,” to lower costs for Latino working families.
Organizing and Outreach Blitz to Mobilize Supporters and Reach Persuadable Latinos
Latinos are organizers at their core, and Team Harris-Walz will leverage the spirit of the month to mobilize supporters to talk to their communities – especially undecided Latino voters – about the stakes of this election. Throughout the month, organizers and supporters will focus on an aggressive push of bilingual phone banking, in-person organizing events, and training to help reach Latinos as voting begins.
- Bilingual phone banking program: Culturally competent organizing means ensuring that Latinos are speaking to Latinos – and are equipped to talk to them in the language voters are most comfortable with. Leveraging diaspora groups like Venezolanos con Harris, Boricuas con Harris, Mexicanos con Harris, supporters will phone bank throughout the month into battleground states targeting undecided Latino voters.
- Ramping up our trusted messengers program in Latino communities: Latinos rely on friends and family heavily to make their decision about how to vote, which is why Team Harris-Walz will conduct GOTV, volunteer, and media trainings with supporters so they can be equipped to talk to their communities about the stakes of the election.
- Organizing Latinas Around Reproductive Freedom: Our campaign’s Fighting for Reproductive Freedoms bus tour is making 50 stops in battleground states this fall, including to majority-Latino Allentown, Pennsylvania on Tuesday and will feature Latina activists and influencers who will produce bilingual digital content. This will help ensure that Vice President Harris’ message on protecting reproductive rights meets critical young Latina voters across the country.
These efforts build on existing programs designed to meet Latinos where they are, like the campaign’s first-of-its-kind Latinos con Harris-Walz WhatsApp channel. To reach Latino voters in an increasingly dynamic media environment, these organizing efforts along with our WhatsApp channel target Latino voters with tailored, culturally competent content that reflects the Latino community.
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