Somos PAC launches series of new ads targeting Latinas, part of ongoing push to mobilize key group in Nevada Senate race
The ads supporting Senator Catherine Cortez Masto focus on Latina owned small businesses, working families and the economy, representing the best testing ads of the 2022 cycle
LAS VEGAS, NV – On Wednesday, with just 40 days until Election Day, Somos PAC, a Latina-led organization focused on persuading and mobilizing Latino voters in key battleground states, including Nevada, launched a series of new digital ads featuring a Latina small business owner in Las Vegas as part of an ongoing effort to mobilize Latinas in the critical Nevada Senate race.
“Latinas are bringing Nevada back,” said Melissa Morales, Founder and President of Somos PAC. “They are poised to become a driving force in turning out other Latinos come November. And with much at stake, including two high profile Latinas on the ballot, Sen. Catherine Cortez Masto, the first and only Latina in the U.S. Senate, and Lt. Governor Lisa Cano Burkhead, the first and only Latina to be appointed Lieutenant Governor in Nevada, it is critical that we speak directly to this key group. We are proud to continue investing in Latinas and our community.”
These ads are part of a planned $1.4 million that Somos PAC will be investing in digital communications over the last eight weeks of the campaign. They will run statewide, through Election Day in both English and Spanish and will highlight La Senadora Cortez Masto’s record in supporting working families, small business owners and women, contrasting that to Adam Laxalt’s extreme record. The ads will run on digital platforms such as YouTube and Hulu.
“This election is very personal to Latinas like me,” said Vanessa Barreat, owner of La Vecindad Restaurant in Las Vegas, who is featured in the ads. “I wanted to share my story because I want everyone, especially Latinas, to know what can happen when we have real leaders like La Senadora Catherine Cortez Masto representing us. She doesn't just talk about fighting for people like us, she is really out here doing it. Latinas helped elect Sen. Cortez Masto in 2016 and we will do so again in 2022.”
These new ads are also part of a much bigger campaign called Somos Poderosas (We Are Powerful), a campaign aimed at empowering and mobilizing Latinas in Nevada ahead of the midterm elections through community engagement, education, and outreach. The campaign has already recruited over 50 Latina small business owners, organized a Latina small business expo and has plans to host a variety of events in the coming weeks.
“Latinas want real leaders who really care and look out for them,” said Cecia Alvarado, Nevada Executive Director of Somos PAC. “We know that when people feel like they are cared about and listened to, they vote. La Senadora Cortez Masto exemplifies both of those traits and we are excited to show that side of her in these ads. She is one of us and we will do everything we can to ensure a Latina continues to represent Nevada in the U.S. Senate.”
The ads are built on findings of the Winning Jobs Narrative, a major research project focused on jobs and the economy exploring how Democrats can better communicate with working-class voters across race and geography. The project brought together two decades of research analysis, a quantitative phase with over 90,000 survey interviews, A/B message tests, and a national Spanish-language message test.
To view ads in English, click here. To view ads in Spanish, click here.
“Hard Work”
“We are like family here. When our workers do well, we all do well, so it matters that Catherine Cortez Masto is all about making sure we have the opportunities and tools to build a good life. Because Catherine Cortez Masto values work and values workers. She's helping to create jobs, lower healthcare costs, and fix supply chains. Hard working Nevadans are bringing this back. Catherine Cortez Masto is good for workers and good for business.”
“Catherine Cortez Masto Cares”
“Everything went down when Covid hit. And it hit us really bad. To be honest, I closed crying. I was able to contact the Senator Catherine Cortez Masto’s office. They replied. They filed my emergency loans. Catherine Cortez Masto listens to you. She cares about me. She cares about my business. We were able to keep everyone employed. Catherine Cortez Masto cares.”
“Women are bringing Nevada back”
“With determination and hard work, women are bringing Nevada back, and Catherine Cortez Masto is there for us – making healthcare more affordable by reducing the cost of medicine like insulin and bringing our supply chains back home.
“But Adam Laxalt is extreme – applauding efforts to ban abortion, and as Attorney General, he even targeted Planned Parenthood. We deserve a senator who cares for women, and trusts women. That’s Catherine Cortez Masto.”
According to projections by the National Association of Latino Elected and Appointed Officials (NALEO) Education Fund, more than 165,000 Latinos in Nevada will likely vote this November, a nearly 6% increase from the 2018 midterm election.
Somos PAC has already knocked on over 270,000 doors in Nevada, layering those conversations with mail, TV and digital outreach in addition to other community engagement efforts. Our goal is to ensure Latino and Latina voters have the tools and information they need to vote in the midterm elections.
Interviews can be given in both English and Spanish, as requested.