Top Latino groups release climate change focused ad campaign

A coalition of Latino advocacy groups on Monday announced a radio and digital ad campaign to support #VoteLikeAMadre, a climate change-focused campaign targeting Latina mothers.

The coalition, led by the Latino Victory Project, said it will invest seven figures on the ads.

The ads will run in Spanish and through Election Day in Florida, Arizona and Texas, targeting Latina mothers.

“Latina moms are a powerful voice within the Latino community and we are concerned about the devastating impacts that climate change will have on our children’s future. We want a clean, sustainable, healthy planet for our children to thrive, and right now, that future is under threat,” said Latino Victory Project president and CEO Nathalie Rayes.

Climate change and the environment consistently poll as top issues for Hispanic voters, who often live in polluted areas in or around big cities, or in high-risk areas for the effects of climate change, like Florida and California.

The #VoteLikeAMadre campaign, which means vote like a mother, is a Latino Victory project dedicated to turning out Latina mothers by focusing on environmental issues.

The environmentally-targeted campaign is part of a broader push to increase Latino turnout in several key battleground states.

Along with Latino Victory, the coalition supporting the campaign includes advocacy groups Chispa, Poder Latinx, Alianza For Progress, New Florida Majority and Mi Familia Vota.

“Having this amazing partnership will help get our message out to an even larger audience that will result in a record-breaking turnout from this important constituency,” said Yadira Sánchez, co-executive director of Poder Latinx. “Our goal is to reach out to thousands of Latinas through our digital content to encourage them to exercise their democratic right, and ensure that the effect of their vote is long-term to fight climate change”

To show support for the campaign, Latinas are encouraged to make a “pinky promise” to their children to vote in favor of candidates who support environmentally-friendly policies, and to decorate their pinky nail to signify that pledge.

The campaign’s launch featured a wide range of Latina celebrities, including Jessica Alba, Jordana Brewster, Salma Hayek, Joy Huerta, Eva Longoria Bastón, Jennifer Lopez, Desi Perkins, Zoe Saldana and Karla Souza.

The campaign advises Latinas to support climate plans that acknowledge climate change is real and human-made, that shift resources from big polluters to renewable energy, and that protect vulnerable communities from the effects of climate change and pollution.

“Voting isn’t just about a political preference; it’s about choosing a better future, a future where Black, Indigenous and children of color breathe clean air, drink clean water and can enjoy the outdoors without worrying about their safety,” said Johana Vicente, national director of Chispa.

Latino Victory was the first major Latino group to endorse Democratic presidential nominee Joe Biden, and the group’s former president, Cristobal Alex, is a senior adviser on the Biden campaign.