$10M campaign looks to make Latinos ‘the must-have vote’ in Arizona midterm elections

Apr 18, 2022, 4:45 AM

(File Photo by Ralph Freso/Getty Images)...

(File Photo by Ralph Freso/Getty Images)

(File Photo by Ralph Freso/Getty Images)

PHOENIX — A new campaign launched last week to get more Latinos throughout Arizona to vote and ensure they’re looked at as “the must-have vote” during the November midterm elections.

Chicanos Por La Causa will invest $10 million in this non-partisan Get Out The Vote campaign.

“Part of it is to get more Latinos to register to vote and also to get people who are already on the voters rolls — that perhaps haven’t voted in the last general election or the one before that — to get them energized to vote,” said Joe Garcia, vice president of public policy at Chicanos Por La Causa and executive director of the organization’s Action Fund.

As part of the campaign, Chicanos Por La Causa will partner with other organizations that for years have already been working on Latino voter registration efforts. Those groups include Mi Familia Vota and Promise Arizona.

Garcia pointed out Latinos make up about a quarter of Arizona’s eligible voter population, but only 14% of the total votes cast in the last midterm elections were from Latinos.

“We’re looking to increase that percentage to 16% or better,” he said. “We believe that would be enough to change the political landscape in Arizona.”

To accomplish that goal, they’ll need to get at least 52,000 more Latinos to vote.

Their efforts will include focus groups that help identify the most effective messages that resonate with specific populations, including younger and older Latinos. Those messages will then be delivered through multiple formats, including digital ads, events and door-to-door canvassing.

“We’re not going to have a general ad that says ‘vote’ because we know that’s limited in the effectiveness,” Garcia emphasized. “It’s going to be very targeted on what motivates people to vote.”

Garcia said the economy, education, housing and healthcare are among the issues that Latino voters care about and will likely motivate them to turn out to vote.

He also thinks a measure on this year’s ballot asking voters if undocumented students should be allowed to pay in-state tuition will also motivate Latinos to turn out to vote.

Garcia stresses there’s a reason why the campaign will be non-partisan. He said he doesn’t believe the two major political parties have looked at Latinos as an important voter bloc.

“We’re almost an afterthought,” he said. “We’re going to change that so that Latinos are the must-have vote.”

We want to hear from you.

Have a story idea or tip? Pass it along to the KTAR News team here.

Arizona News

Editorial members of the Austin American-Statesman's Austin NewsGuild picket along the Congress Ave...

Associated Press

Hundreds of journalists strike to demand leadership change at biggest US newspaper chain

Journalists at two dozen local newspapers across the U.S. walked off the job Monday to demand an end to painful cost-cutting measures and a change of leadership at Gannett, the country's biggest newspaper chain.

20 hours ago

(Unsplash Photo)...

2 young children hospitalized in critical condition following crash in Glendale

Two young children and a total of five people were hospitalized in critical condition Monday following a multivehicle crash in Glendale.

20 hours ago

(Facebook Photo/Quantá for AZ)...

Quantá Crews selected to replace Flavio Bravo in Arizona House

The Maricopa County Board of Supervisors appointed Quantá Crews on Monday to replace Flavio Bravo in the Arizona House.

20 hours ago

File phot of the back of a Phoenix, Arizona, police officer. The Phoenix Police Department unveiled...

Kevin Stone

Phoenix Police Department unveils strategic plan to reduce crime

The Phoenix Police Department on Monday unveiled a strategic plan that takes a community and victim-centered approach to reducing crime.

20 hours ago

Booking photo of Raul Perez Ochoa and a file photo of a Gilbert Police Department cruise. Ochoa, an...

East Valley massage therapist accused of sexual offenses

An East Valley massage therapist accused of sexual offenses was arrested last week, and police are looking for more possible victims.

20 hours ago

Stock image of a Fourth of July fireworks display. The Fabulous Phoenix 4th fireworks show and Four...

Kevin Stone

Boom, it’s back: Fabulous Phoenix 4th fireworks show returns after 3-year hiatus

The Fabulous Phoenix 4th fireworks show and festival is returning this year for the first time since the COVID-19 pandemic, the city announced.

20 hours ago

Sponsored Articles


OCD & Anxiety Treatment Center

5 mental health myths you didn’t know were made up

Helping individuals understand mental health diagnoses like obsessive compulsive spectrum disorder or generalized anxiety disorder isn’t always an easy undertaking. After all, our society tends to spread misconceptions about mental health like wildfire. This is why being mindful about how we talk about mental health is so important. We can either perpetuate misinformation about already […]


OCD & Anxiety Treatment Center

How to identify the symptoms of 3 common anxiety disorders

Living with an anxiety disorder can be debilitating and cause significant stress for those who suffer from the condition.

(Photo by Michael Matthey/picture alliance via Getty Images)...

Cox Communications

Valley Boys & Girls Club uses esports to help kids make healthy choices

KTAR’s Community Spotlight focuses on the Boys & Girls Club of the Valley and the work to incorporate esports into children's lives.

$10M campaign looks to make Latinos ‘the must-have vote’ in Arizona midterm elections