Washington, D.C. — Latino Victory Fund and Priorities USA Action today released the first round of radio ads targeting Latino voters in the battleground states of Arizona and Florida. The spots titled “Empatia” (Empathy) and “Milagro” (Miracle) will run on local Spanish-language radio through election day, making the case for Joe Biden’s strong, steadfast leadership, and highlighting Donald Trump’s failure to lead.
The ads will run as part of the six-figure radio ad buy announced by both organizations this week, and will air in the Phoenix, Tucson, and Orlando media markets. This investment is part of an ongoing effort to engage Latino voters through a multi-platform media strategy — reaching them where they spend their time and get their information.
“This election will be close. We’ve always known that Florida will be decisive in choosing our next president — and Latino voters will play a crucial role in Joe Biden’s winning coalition,” said Guy Cecil, Chairman of Priorities USA. “Priorities is proud to partner with Latino Victory Fund to take on a President whose failure to contain the coronavirus and keep Americans safe has disproportionately harmed the Latino community. We won’t take a single vote for granted.”
Luis A. Miranda, Jr., Chairperson of the Latino Victory Fund, said: “In Florida and Arizona, home to some of the largest Latinx populations in the nation, these radio spots continue to introduce Vice President Joe Biden to our community, as we remind them of Trump’s infective leadership. We are thrilled to engage and speak directly to Spanish-speaking Latino voters through culturally competent ads. Latinos are being reminded that there is a way to stop Trump’s divisiveness and hateful rhetoric and show his failures on the Latino community. This election will be decided by the Latino vote and we are doing everything we can during the most consequential election of our lives to ensure our community votes in its interests and not against.”
“Empatía” (Empathy) is a one-minute spot that features two Spanish speaking friends discussing Biden’s proven record of empathy, action and good results, and the reasons why he’s the best leader to rebuild the nation’s economy and effectively manage the COVID-19 pandemic. In “Milagro” (Miracle), also one-minute long, a Spanish speaker outlines that while President Trump has been quoted stating that “a miracle” is needed for COVID-19 to disappear and the economy to heal, what we need is to elect a leader like Biden, who successfully worked to control and end the Ebola epidemic in 2014, and to restore the nation after the 2008 economic crisis.
Priorities USA Action has invested $6.8 million in outreach to the Latino community across multiple media, including digital advertising — all produced by a culturally competent in-house team and informed by extensive research with Latino voters. Priorities is also running Spanish-language TV ads in Florida in partnership with the American Federation of Teachers, and will soon begin running Latino-targeted digital ads in Michigan, Pennsylvania and Wisconsin.
Latino communities have been disproportionately harmed by Donald Trump’s failed leadership and his inability to control the coronavirus crisis. According to a recent tracking poll from Latino Decisions, nearly 70% of Latino registered voters disapprove of the president’s handling of the pandemic. Priorities USA Action and Latino Victory Fund have committed millions of dollars to defeat Donald Trump and ensuring Joe Biden is elected president in November.