The Latino vote is once again placed at the center of the political battle heading into the midterm elections. Somos PAC and LCV Victory Fund announced a joint $1.5 million campaign focused on congressional districts AZ-02 and MI-04, where they seek to convince an electorate that they consider decisive in defining the outcome of the races.

The initiative is part of a broader $4 million investment from the LCV Victory Fund in several competitive House elections to connect with Energy Bill Voters, citizens concerned about rising utility and energy costs.

Campaign targets energy costs

The strategy includes television ads and bilingual digital advertising to hold Republican Representatives Eli Crane of Arizona and Bill Huizenga of Michigan accountable for having supported measures that, according to the organizations, favor cuts to clean energy while fiscally benefiting large fortunes.

Of the total amount, Somos PAC will allocate $500,000 exclusively to digital advertising in Spanish and English in both districts, where Latino voters represent a competitive electoral bloc and still without a defined preference.

“Latino voters in Arizona and Michigan are pragmatic, focused on the economy and pay close attention to who is making their lives more expensive,” said Melissa Morales, founder and president of Somos PAC.

The organization maintains that the objective is to explain how certain legislative decisions directly impact the cost of electricity, gasoline and the basic basket.

The Latino vote, key in competitive districts

For her part, Sara Schreiber, senior vice president of campaigns at LCV Victory Fund, assured that the campaign seeks to inform voters about the economic consequences of the votes taken in Congress.

“Many voters, including Latinos, are outraged by rising energy costs and need to know when their representatives voted to scrap clean energy,” Schreiber said.

The organizations consider that the AZ-02 and MI-04 districts represent a scenario where the Latino vote could tip the balance in November, which is why they are betting on a communication strategy focused on the daily economic concerns of families.