A campaign for the Latino vote, ‘Stop Trumpadas’
Mi Familia Vota has launched a new campaign to promote the Latino vote just days before the midterm elections, using a short video to picture the violence of the Trump Administration against Hispanics.
Realizing that we are victims of an aggression is not always simple or immediate. Sometimes it takes us months - if not years - to understand that the actions of a person (or a government) were aimed precisely at hurting us.
That is why Mi Familia Vota has used images to stimulate Hispanic voters before the midterm elections and put a halt to the Trump Administration's aggressions against immigrants in the country.
As the organization explained in a statement, the campaign has been launched on all media and labeled #VoteNoTrumpadas, with material which "features a dramatization of President Trump's attacks against the Latino community that have been echoed by his followers, including members of Congress."
The campaign uses a word game, modifying the expression trompadas in Spanish (slap or blow to the face) with the name of the president.
"By reminding Latino voters of what Trump has said about us, our families, our friends, and coworkers, we are saying 'Enough.' Let’s push back, not with hate speech or violence, but with our votes," said Ben Monterroso, executive director of Mi Familia Vota during a press conference.
The campaign comes at a critical moment for U.S. politics, especially after several studies determined the importance of the Latino vote in the country's electoral decisions.
Encouraging participation through announcements like this one - easy to understand and in both English and Spanish - allows the Hispanic community to be aware of their power at the polls.
Mi Familia Vota counted on the collaboration of the national research and the survey firm Latino Decisions when it came to designing a message that would reach the audience in an appropriate manner.
According to analyst and evaluation specialist, Blanca Flor Guillen-Woods, "our testing indicate that the most powerful aspects of the ad are seeing Latinos take control by putting a stop to Trump's attacks and having a call to action, which is to go out and vote."
Guillen-Woods added that after seeing the announcement, 80 percent of the viewers said they were more likely to vote this year.