Spanish Economic Messaging for Latinos

Recognizing the massive importance of the economy to determine the results of the election, we partnered with Somos Votantes and Winning Jobs Narrative to test effective Spanish-first messaging related to the state of the economy, hoping to develop successful frameworks for messaging around the economy and other salient issues.

We found great success in talking about the economic struggles working people are experiencing in a way that reflects their values and centers them as the “heroes” of the story – focusing on the value of their work and putting the government, parties, and candidates in supporting roles. The most moving message on motivation and vote choice was centered around the idea that the economy depends on and benefits from the work of hardworking people.

Importantly, we also found that voters did not respond positively to the villainization of specific groups or people – but instead were more responsive to the calling out of villainous behaviors. 

Key takeaways

• Focus on respecting/valuing hard work, personal responsibility, and self-sufficiency
• Situate working Latinos as the engine of the economy 
• Villainize behaviors over groups
• Show ways Democrats care (and deliver!) for working people - in a supporting role, not as the hero or savior of the story