HARLINGEN, Texas – The Democratic National Committee is launching a new radio ad campaign to reach Latino voters in Texas.

The ads direct voters to VoyAVotar.com — the DNC’s voter participation website in Spanish.

The ads will run on the El Show de Piolín and El Show de Alex “El Genio” Lucas in the Rio Grande Valley, Laredo, El Paso, Houston and Dallas-Fort Worth.

The script for the ads in Spanish reads:

La recesión económica ha dejado a millones sin trabajo y el coronavirus ha matado a miles de latinos.

Necesitamos un cambio, ya.

En estas elecciones elijamos a líderes que ofrezcan soluciones para nuestra comunidad.

Visita [Voy A Votar Punto Com] hoy y haz un plan para votar.

The translation into English reads:

The economic recession has left millions unemployed and the coronavirus has killed thousands of Latinos.

We need change and we need it now.

This election let’s elect leaders who offer solutions for our community.

Visit IWillVote.com today and make a plan to vote.

DNC Chair Tom Perez said the ads are part of a six-figure campaign across several battleground states.

“Latino communities across Texas have a critical voice in this election — that’s why we are reaching out directly to these voters and ensuring they have the tools they need to make their plan to vote,”Perez said.

Perez said Latinos have seen how the Trump administration’s “failed response” to the pandemic has disproportionately impacted the lives and livelihoods of Latinos across the nation.

“Under Trump, Latinos have experienced more than 42,000 deaths due to COVID-19, millions of jobs lost under his recession, and the erosion of America’s values as a nation of immigrants,” Perez said. “We must vote for leaders who will work to help our communities. Joe Biden and Kamala Harris will be those leaders.”

Perez said the ads were purchased through Entravision and will direct individuals to VoyAVotar.com — the DNC’s newly updated voter participation hub in Spanish. There, voters can register to vote, check their voter registration, and make a plan to vote, whether in person or by mail.

To listen to the radio ad, click here.

Mari Regalado, past president of the Texas Democratic Women, said: “This is the sort of investment we need in Texas if we are to turn the state Blue. The DNC is right to target Spanish language radio with this message.”

Regalado, the first Latina to lead TDW, said it is critical Democrats secure a high percentage of the Hispanic vote if Joe Biden is to win Texas.

The Texas Hispanic Policy Foundation, a nonprofit led by former Dallas Republican state Rep. Jason Villalba said Hispanic voters are poised to determine which presidential candidate carries Texas in the November 3 election.

Villalba said THPF analysis projects that Biden could narrowly win Texas by capturing two-thirds of the Hispanic vote in the state. This would be a slight improvement on the performance of 2016 Democratic nominee Hillary Clinton, who lost the state overall but won 61 percent of the Hispanic vote, according to exit polls.

However, THPF says based on its polling, President Trump will narrow the gap among Hispanic voters enough to win Texas.

“Hispanic voters will decide who wins Texas,” Villalba said. “While we expect the majority of Hispanics will support Biden, the size of that majority will determine who will receive Texas’ 38 electoral votes. A surge in Hispanic support for Biden could turn the state blue. Both campaigns should be taking Hispanic Texans very seriously right now.”

Meanwhile, the Texas Democratic Party has announced Get-Out-The-Vote digital, print, and radio ads targeting the state’s Latino community.

Texas Democratic Party Executive Director Manny Garcia said the ads total a more than seven-figure investment from the Texas Democratic Party in the Latino community.

The ads are set to play in English, Spanish, and Spanglish in the following markets:

Corpus Christi, Texas

Dallas, Texas

Del Rio, Texas

Eagle Pass, Texas

El Paso, Texas

Fort Worth, Texas

Harlingen-Weslaco-Brownsville-Mcallen, Texas

Houston, Texas

Laredo, Texas

San Antonio, Texas

The ads encourage Texas’ Hispanic population to vote, and vote early, with the focus on:

  • Coronavirus relief;
  • Affordable healthcare;
  • Building our economy back;
  • Racial justice.
  • Getting out to vote

“Earning the Latino vote is a key component for the Texas Democratic Party to win this election. For far too long, Latinos have been traditionally left out of the political arena. That changes today,” Garcia said.

“The Texas Democratic Party knows the value of the Latino vote and have put historic investments into engaging Latinos. We know that as goes the Latino vote, as goes the Texas Democratic Party. We will engage and turn out voters because when we vote, Democrats win.”

Editor’s Note: The main image accompanying the above news story shows Tom Perez, chairman of the Democratic National Committee.


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