Social Determinants of Health

Voter education campaign “Votamos”

Implemented the VOTAMOS campaign to increase voter turnout among 15 to 18 million eligible Hispanic voters through Spanish-language programming, engaging characters, and a bilingual voter registration platform, achieving over 13 million gross impressions and significant social media engagement.

The Goal

Increase voter turnout among the 15 to 18 million eligible Hispanic voters who did not vote in the last election by providing engaging and informative Spanish-language programming and resources.

The Strategy

HCN provided Spanish-language programming and distribution for the national multimedia campaign. To reach the 15 to 18 million eligible Hispanic voters who did not vote, HCN developed a range of audio, video and digital productions addressing the wide variety in the intended audience and transmitted through our owned La Red Hispana network.

HCN’s creative team developed appealing materials including the character “Super M” for “Super Martes (Super Tuesday)”. Content included personality-based programming highlighting Latinx members of the US Congress and leaders of national organizations, content aimed at Millennial and Gen Z audiences hosted on HCN’s LatinEQUIS platform, and development of a bilingual zipcode-based voter registration platform for interested audiences to start the electoral registration process. The VOTAMOS programming series lasted 12 weeks.

The results

Despite the impact of the COVID-19 pandemic on business around the world, HCN was able to successfully build and launch this campaign successfully. Audio segments for VOTAMOS were transmitted through HCN’s La Red Hispana network of 271 Spanish-language affiliate radio stations via daily mini-programas and long-format programs. This resulted in 70 mini-programa integrations and an estimated 13MM+ gross impressions. HCN distributed a Spanish-language press release on behalf of this program which was picked up by 126 outlets with a total potential audience of 8.62MM. Social media content generated over 100,000 impressions and drove thousands of users to VOTAMOS-related sites.

The deliverables

Deliverables included the development of the engaging “Super M” character for “Super Martes (Super Tuesday)” and personality-based programming featuring Latinx members of Congress and national organization leaders. The campaign produced content targeting Millennial and Gen Z audiences on HCN’s LatinEQUIS platform, a bilingual zipcode-based voter registration platform, and a variety of digital assets. Audio segments, including 70 mini-programa integrations, were broadcast through HCN’s La Red Hispana network. Additionally, social media content was created to drive engagement and direct users to VOTAMOS-related sites.