Equis' Latino Playbook
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Equis is proud to present our Latino Playbook, a foundational guide for Latino messaging and media.
The Playbook is a collection of Latino-specific research, insights, and best practices, completed in advance of the 2024 presidential election. We made this guide with practitioners in mind - particularly those leading strategy and execution of Latino paid media and voter contact programs.
Equis’ Latino Playbook includes research and recommendations for:
- Persuasion and mobilization messaging
- Messengers and content styles
- Spanish, bilingual and Spanglish communications
- Targeting Latinos online
- Selecting geographies for Latino outreach
- Media consumption
Latinos are one of the last great wildcards in American politics. There is tremendous opportunity to persuade and mobilize this key constituency in a hyper-polarized electorate.
We believe the insights provided here will enhance your Latino programming, build more effective campaigns with Latinos’ priorities in mind, and boost Latino voter participation for cycles to come.
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We work toward a more sophisticated understanding of the experiences, issue preferences, and political identities of Latino and Hispanic voters.
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Election Analysis
Memo: A Latino Reset
The very early polling on a Harris-Trump election suggests a reset in the fight over Latino voters. The Hispanic electorate now looks more in line with the other Trump-era elections of 2020 and 2022 than with a wide partisan realignment.
Election Analysis
Battleground Poll - August 2024 (Toplines)
Equis' Latino Playbook
The Playbook is a collection of Latino-specific research, insights, and best practices, completed in advance of the 2024 presidential election. We made this guide with practitioners in mind - particularly those leading strategy and execution of Latino paid media and voter contact programs.
Messaging
Message Testing on Kamala Harris
We tested 12 Kamala Harris messages with Swayable using randomized controlled trial (RCT) survey experiments to see which was best at shifting Harris vote choice. These messages were tested in English and Spanish. The tests ran from July 22 to July 26 nationally (excluding CA and NY). We collected a total of 22,289 responses, with 15,962 English responses and 6,327 Spanish responses.
Stay in the loop with Equis
Equis is a set of organizations working to create a better understanding of Latinos, innovate new approaches to reach and engage them, and invest in the leadership and infrastructure for long-term change and increased engagement.