Priorities USA Action and Latino Victory Fund Expand Spanish Radio Ad Campaign to Michigan, Pennsylvania and Wisconsin

September 25, 2020

Priorities USA Action and Latino Victory Fund are announcing an expansion of their joint Spanish-language radio ad campaign to the key battleground states of Michigan, Pennsylvania and Wisconsin. This investment is part of an ongoing effort to engage Latino voters through a multi-channel media strategy — reaching them where they spend their time and get their information.

This $500,000 ad buy will secure airtime on Spanish-language radio stations and streaming audio platforms in the Philadelphia, Harrisburg, Wilkes-Barre, Milwaukee, Detroit and Grand Rapids media markets. Additionally, Priorities and LVF will also continue their previously announced $2.5 million radio advertising campaign across Arizona and Florida.

The campaign will feature a pair of radio ads, “Empatía” and “Milagro,” that highlight Donald Trump’s failure to lead and make the case for Joe Biden’s strong, steady leadership.

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 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’s economy after the 2008 financial crisis.

Since November 2019, Priorities has invested millions in outreach to the Latino community across multiple mediums, 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 LVF, Mike Bloomberg, and the American Federation of Teachers, and is already running Latino-targeted digital ads in Florida, Arizona, Michigan, Pennsylvania and Wisconsin.

“While they may not get as much attention from the national press, Latino voters in Michigan, Pennsylvania and Wisconsin are poised to play a key role in this election — and we’re going to do everything in our power to ensure they have the information they need to make their voices heard,” 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.”

“We are thrilled to expand this campaign to Spanish-speaking Latinos in states in which we are a large constituency but have not been traditionally spoken to directly. As this campaign now expands from Florida and Arizona to Michigan, Pennsylvania, and Wisconsin, we are breaking ground with the largest, most comprehensive, Latino culturally sensitive voter outreach initiative in history,” said Luis A. Miranda, Jr., Chairperson of the Latino Victory Fund. “In these final weeks, we will continue to reach as many Latino voters in battleground states as possible with a clear message: the only way to stop Trump’s ruthless policies against our communities, and unite our country again, is to vote for Vice President Biden as the next President of the United States.”