Latina Power Unleashed: Vote Like a Madre Is the Election Movement You Need to Know

With the U.S. presidential election just days away, one campaign is turning up the heat to mobilize Latina voters across the country. Backed by the Latino Victory Project, Vote Like a Madre has set out to activate a growing Latina electorate around critical issues, especially climate change.

This initiative, with over $2 million in backing and influential figures like Jessica Alba and Camila Cabello at the forefront, aims to ensure Latina voices are not only heard but are a powerful force for change.

The Strategy Behind Vote Like a Madre

The Vote Like a Madre campaign was designed to specifically engage Latina mothers and mother figures in Arizona. According to Katharine Pichardo-Erskine, Executive Director of the Latino Victory Project, the campaign integrates a multi-channel media strategy to reach voters both online and offline.

“Our ads integrate online and offline channels to reach voters where they live, work, and support their families,” Pichardo-Erskine told FIERCE. “We feature trusted messengers such as Jessica Alba, Camila Cabello, Lin Manuel Miranda, Eva Longoria, and more to ensure that voters across the state understand the urgency to protect our climate and the importance of raising their voices in this election.”

While the campaign began in Arizona, its impact extends beyond state lines, aiming to educate and inspire Latinas everywhere. Pichardo-Erskine highlights that although 72% of Latinas recognize climate change as a critical issue, many still feel unheard. By mobilizing Latina voters, Vote Like a Madre seeks to change that narrative. Particularly in communities where the Latino electorate has increased by 31% since 2016.

The Influence of Latina Mothers on Voter Turnout

Latinas have long been anchors in their families and communities. And that influence is now being felt in the election landscape. Pichardo-Erskine shared key insights on how Latina mothers, in particular, shape voter turnout.

“Latina moms often hold sway over family decisions and are viewed as community anchors,” she said. “They impact not only their households’ voting choices but also influence others.”

Research shows that Latinas, especially mothers, play a vital role in energizing their communities. With an estimated 17 million Latinos expected to turn out this election, Vote Like a Madre aims to harness the power of Latina mothers to make a lasting impact on voter turnout. Their role as conveners within their households and communities is pivotal, making their participation even more essential.

Why the Latina Vote Matters in 2024

This year, Latinas are at the forefront of key issues like climate change, reproductive rights, and healthcare access. According to Pichardo-Erskine, Latinas are disproportionately impacted by climate disasters and economic inequality. This makes their votes even more crucial in shaping the future.

“In these final days leading up to the election, our message to Latina voters is to harness the unique power within each of us to shape the future and prioritize action at the polls,” Pichardo-Erskine emphasized. “Our country is better because of the strength and resilience that Latinas bring to every aspect of society.”

The Vote Like a Madre campaign seeks to rally Latina voters to take action for future generations. As the campaign leaders stress, this election is not just about today—it’s about securing a better tomorrow for our families and communities.

Sustaining Latina Voter Momentum Beyond the Election

While the Vote Like a Madre campaign focuses heavily on the 2024 election, its mission goes beyond Election Day. Pichardo-Erskine believes that continuing to engage Latina voters will be critical in addressing ongoing issues, particularly around environmental justice.

“Nearly 1 in 2 Latinos in the U.S. live in counties with high pollution levels, which exacerbates asthma and other respiratory illnesses,” she explained. “We cannot delay addressing these harmful environmental dangers.”

By maintaining the momentum built during the election cycle, Pichardo-Erskine envisions a future where Latina women lead the charge in advocating for equitable solutions that protect our climate and communities. The campaign’s message is clear: voting is just the beginning.

Vote Like a Madre has already proven that Latina voices, when unified, can spark significant change. The challenge now is to ensure that this momentum continues beyond 2024, creating a legacy of advocacy for generations to come.