By Jazmine Ulloa
The Voto Latino Foundation is preparing to initiate its most significant campaign yet to motivate Latino voters to cast their ballots in November, featuring a glamorous lineup of Latino celebrities and influencers.
The $5 million project, dubbed “Vota con Ganas,” or “Vote with Enthusiasm,” is slated to commence on Wednesday and will include voter-registration efforts and workshops, complemented by a social media initiative and public service announcement-style videos from actors and online personalities that emphasize the significance of voting this election. So far, the star-studded list includes America Ferrera, Gina Torres, Gabriel Luna, Jessica Alba, Wilmer Valderrama, DannyLux, and Xochitl Gomez, among others.
Voto Latino leaders mentioned that ads and online materials will be boosted by the group’s 300 partner organizations and businesses, such as the NFL, Sony Music, and Universal Music, as well as by Voto Latino chapters situated on 100 college campuses.
María Teresa Kumar, the co-founder and president of the foundation, characterized the initiative as “more than merely a call to action,” stating in a release, “It is a movement to leverage the power of the Latino community.”
Valderrama, who produced and directed all the campaign’s videos, asserted that this initiative is essential for a Latino community that continues to expand and contribute in numerous areas of the United States.
“To safeguard our safety, opportunity, and future in this nation, we must be active,” he mentioned in an email. “Without our participation, our existence in this country will be paraphrased.”
Latinos represent an increasing portion of the U.S. electorate: An estimated 36.2 million are eligible to vote this year, rising from 32.3 million in 2020, according to the Pew Research Center. However, in 2020, a Pew survey revealed that Latinos were less likely than white or Black voters to be reached out to by campaigns or organizations backing candidates.
Latino voter outreach groups have been working to counter diminished enthusiasm and disenchantment among young voters facing challenges with housing, food, and educational expenses. Additionally, in Texas, Latino voting activists and political organizers have faced raids amid election fraud investigations, which some affected individuals have claimed appeared to arise from attempts to limit ballot-box access. Leaders from over two dozen Black and Latino voter outreach organizations recently convened with Biden administration officials to address these issues, according to several attendees.
The “Vota con Ganas” initiative is part of the group’s nonpartisan educational division, and the celebrities involved are not endorsing specific candidates, although some may eventually do so through their personal platforms.
In a promotional video, Gomez, who portrays America Chavez in the film “Dr. Strange in the Multiverse of Madness,” appears alongside other young Latinos, referencing a statistic derived from 2020 census data.
“Every 30 seconds,” Gomez states, “a new Latino becomes eligible to vote.”
In a discussion, Gomez, who celebrated her 18th birthday this year, expressed that she counted herself among these newly eligible voters.
“Many elections are decided by just a few thousand votes,” she noted regarding her decision to join when Valderrama invited her. “It’s essential for us to vote for candidates who prioritize the issues important to us.”
