• by Aaron Baar , February 23, 2016

It’s pretty much a given that Hispanic and Latino voters will play an important role in this year’s upcoming elections. But to really make a difference, they need to get to the polls in November.

Univision Communications Inc., the parent company of Univision Cable Network, UniMas, Univision Deportes Networks and many other properties, is launching a first-of-its-kind, integrated, companywide effort designed to increase Hispanic, multicultural and millennial voter turnout. 

“The 2016 election is going to be crucial for the population we serve,” Ron Estrada, vice president of corporate relations and community empowerment, tells Marketing Daily. “It’s always been Univision’s mission to provide information and resources on the issues that matter most.”

The initiative, which has been months in the planning, is a nonpartisan, community education effort designed to educate Hispanic and Latino voters — many of whom may be voting for the first time — about the election and the electoral process, he says. 

“There’s a lot of questions out there for first-time voters that those who have been voting their entire lives take for granted,” Estrada says. “This is the biggest and most in-depth thing we’ve done. It’s bigger than the World Cup.”

Using its media properties and partnering with organizations, such as National Council of La Raza, the National Association of Latino Elected and Appointed Officials Education Fund, Voto Latino, Rock the Vote and others, the effort will include local nonpartisan events (utilizing UCI’s 126 local television and radio stations).

A bilingual text messaging tool that will provide election information and reminders, registration tools and answers to questions. An online digital election guide (at www.youramerica.com and www.tuamerica.com) with polling location information, absentee ballot applications and voter rights information. 

The campaign will also include national and local public services ads airing across UCI’s local and national networks.

The spot begins with a boy addressing voters directly, first with his voice and then with others overlaid on it. “Dear voters,” he says. “My future and the future of those who cannot vote is in your hands. You will decide who the next president will be. And with so many choices and so many promises, how can you know who to vote for? Make my voice be heard. Vote for me.”

The ad continues with various different people doing various tasks as they’re encouraged to be a part of the process, “join the movement,” and “vote for America.” The ad ends with a call to text to the bilingual tool for more information. 

While much attention is being paid to the power of Hispanic and Latino voters this election season between both parties, UCI and its partners have taken great care to ensure the messaging is nonpartisan and informational.

“We don’t have on our radar who our community votes for,” Estrada says. “Our community is smart and diverse. We just want them to get out and vote. As long as we continue to provide credible and correct information, that’s all we can do.”