PFAW Ad Campaign Reaches out to Latino Voters

This week, the White House made public President Obama’s endorsement interview with the Des Moines Register’s editorial board. In the interview, the president is frank about what he thinks could be the deciding factor in this election – the votes of Latinos:

The second thing I’m confident we’ll get done next year is immigration reform. And since this is off the record, I will just be very blunt. Should I win a second term, a big reason I will win a second term is because the Republican nominee and the Republican Party have so alienated the fastest-growing demographic group in the country, the Latino community. And this is a relatively new phenomenon. George Bush and Karl Rove were smart enough to understand the changing nature of America. And so I am fairly confident that they’re going to have a deep interest in getting that done. And I want to get it done because it’s the right thing to do and I've cared about this ever since I ran back in 2008.

The president is right that as the United States’ Latino population has grown in recent years, the GOP has increasingly pushed Latinos aside. While John McCain and George W. Bush both to some extent supported bipartisan efforts at comprehensive immigration reform, Mitt Romney has embraced some of his party’s most extreme anti-immigrant rhetoric and policies. He touted the endorsement of Kris Kobach, the man behind draconian anti-immigrant measures in Arizona and Alabama, then took Kobach on as an adviser. He said he would veto the DREAM Act if it were to be passed by Congress. He says his immigration strategy is to make the lives of immigrants so miserable that they are forced to “self-deport.” He endorsed Steve King, the Iowa congressman who has compared immigrants to “cattle” and “dogs.”

Unsurprisingly, Latino voters haven’t been responding well to Romney’s record. Bush won 40 percent of the Latino vote in 2004, and McCain won 31 percent in 2008. Romney is currently polling at 20 -25 percent among Latinos.

Earlier this month People For the American Way launched a 5-week, $1.2 million campaign to remind Latino voters about Mitt Romney’s policies. We’re running TV ads in four states (Ohio, Wisconsin, Virginia and Nevada), radio ads in five (with the addition of North Carolina), and operating a direct mail program. Here are the three of the TV ads that we’ve run so far. English translations are available in the description of each video on YouTube.

“Somos El 47%”
 

“DREAM Act”
 

“Taxes”
 

UPDATE: On October 29, we expanded the campaign to Colorado.

PFAW