Priorities USA is focusing on Latinos early.
The Democratic super PAC is launching a sustained digital effort to woo Latinos in the run up to the 2020 presidential election, according to details of the plan provided to POLITICO. Priorities USA is starting in Florida first and will expand the slate of digital ads to other battleground states across the country as the cycle progresses.
It’s a new piece of the super PAC’s $100 million commitment to the primaries. The group didn’t spend on Latino-focused ads in 2015.
This time they are starting before 2020 and in a state that is at the heart of President Donald Trump’s re-election efforts. The digital ads which will run on Facebook and YouTube, cover pocketbook issues that Florida Latinos care about, according to the super PAC. The group didn’t specify the amount of money being spent on the Latino outreach program.
The digital program includes digital banners, audio and pre-roll ads. The program also includes promoting news articles across Facebook focused on the impact of Trump’s policies on Latinos in Florida.
Priorities USA said the ads will be about rising health care costs, wages, and Trump’s racist rhetoric and immigration policies.
“Latino communities are feeling the negative economic impacts of President Trump’s reckless policies,” said Daniela Martins, Hispanic Media Director for Priorities USA. “We are launching this program in order to establish a continuous dialogue with Latinos on the everyday pocketbook issues they care about, like stagnant wages under a rising cost of living, the rising costs of healthcare, and the increasing lack of opportunity in an unstable economy.”
“We want them to know that their experience is not isolated, that they are not alone,” Martins said. “That they have a voice for the White House to hear, and the right to push back.”
Priorities USA is taking steps to understand Florida’s different Latino communities, which include Cubans and Puerto Ricans. And is using research it conducted earlier this year surveying Latinos in Florida, Nevada and Arizona to better understand how to reach and mobilize the voting bloc.
Latinos are on pace to be the largest non-white eligible voting bloc in 2020. Miami-Dade County, Florida is home to the third-largest Latino population, 1.9 million, according to Pew research. And hundreds of thousands of Puerto Ricans, who are U.S. citizens, are estimated to have migrated to Florida after devastating hurricanes hit the island in 2017.
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