Vote Like a Madre 2024 Launches with Support from Jessica Alba, Camila Cabello, Lin Manuel Miranda, Tefi Pessoa, America Ferrera, and more
Campaign Kicks Off During Climate Week Los Angeles (September 8-15) with a Celebrity-filled Brunch Featuring a Panel Discussion on the Ways that our Climate Crisis has Worsened Extreme Weather and Weather-related Disasters
LOS ANGELES, CA (September 9, 2024) – Today, as part of Climate Week in Los Angeles, Latino Victory Project, co-founded by Eva Longoria and Henry Muñoz in 2014, launched their 2024 Vote Like a Madre Campaign, with the support of Jessica Alba, Camila Cabello, Lin Manuel Miranda, Tefi Pessoa, America Ferrera, Karla Souza, and others. The campaign, which will invest more than $2 million in voter turnout this year, kicked off with its second ‘Brunch Like a Madre’ rally at Gracias Madre in Los Angeles, where temperatures soared above 100 degrees amidst a record heat wave in California, Arizona, and Nevada. Key influencers and advocates convened to listen to motivating discussions on climate change and the impact of ‘unnatural’ disasters in communities across the U.S. Attendees walked away reinvigorated and reminded of their power as Latina voters – and moms – to vote to safeguard the future of their families.
Vote Like A Madre is a nonpartisan program that aims to educate the public on urgent climate issues and mobilize Latina voters to turn out in this election cycle. 72% of Latinas believe climate change is a huge problem, but there is a perception that no one has ever asked them to do anything about it. Nearly 1 in 2 Latinos in the U.S. live in counties with high pollution levels, exacerbating asthma and other respiratory illnesses. From devastating wildfires to record-breaking heatwaves, these extreme weather events are a direct consequence of man-made pollution and unnatural disasters which threaten communities across the US.
“Voting like a Madre is channeling that Latina energy of someone who is the center of the household. My grandfather thought he was the boss – he wasn’t. My grandmother was the boss of all of us… Channeling that energy is really what today is about. I think it’s what this election year is about. You don’t have to be a woman either to channel that madre energy. We all need to protect this planet so that we can protect each other. I started a company 12 years ago to try and protect children, to try and protect families… the people who are actually exposed to… the worst sides of climate change and things that are really man made is Black and brown communities… Who is going to stand up? Who is going to say enough is enough? Who is going to vote?” said Jessica Alba, Brunch Like a Madre co-host.
This campaign brings together mothers and mother figures, such as tías, abuelas, hermanas, madrinas – as well as father figures – to encourage Latinas’ participation in this election. Our madres are the leaders of our households, and they have the power to make a difference. Mothers everywhere can help prevent unnatural disasters, and create a safer, healthier world for tomorrow’s niños.
“The future of our planet is in the hands of Latina mothers, abuelas, primas, tías, and madrinas who have long been the backbone of our communities…The Vote Like a Madre Campaign is about envisioning a future where our children can grow up in a world that is safe, healthy, and thriving. This is a moment for us to lead purposefully, vote… and make our voices heard… Every 30 seconds, a Latino turns 18. Together, we are the force that can protect our environment and future,” said Sindy Benavides, President and CEO of Latino Victory Project.
From September through November, Vote Like a Madre will run an over $2 million multi-channel, targeted media distribution plan to reach Latina voters in the state of Arizona, along with other investments in the field and online in other states. The ads will integrate online and offline channels to meet voters where they live, work and support their families in their daily lives, and will feature trusted messengers to ensure that voters across the state understand the urgency of climate change, and the value of raising their voices in this election.
“You’ve heard some of the numbers…we have the largest number of Latinos that are eligible to vote. 36 million. We’re expecting at least 17 million of them will come out to vote this year. And out of that, Latinas have shown themselves to be a growing electorate within Latinos. We’ve had, since 2016, a 31% growth in Latina voters nationally. Super exciting statistics,” said Katharine Pichardo-Erskine, Executive Director of Latino Victory Project. “What we are doing this year is harnessing [the] power that comes from Latinas, many of whom are mothers. So the theme of our campaign is Vote Like A Madre. But it’s really harnessing that power, whether you are a mother or not. You could be an aunt. You could be a cousin. You could be a best friend. The reality is that we all have that power within us… Let’s pinky promise and Vote Like a Madre.”
LA County Supervisor Hilda Solis said, “The district that I represent right now is on fire, and what scares me the most is that there are a lot of new home owners and many of them look like you and I in this room… many of them may not be aware of what all of this means. It really does matter for us as human beings to share what it means to be in a preventative mode…Mother Earth gave us the natural resources that we have, and Mother Earth is not happy with us right now, and that’s why you’re seeing climate change so dramatically impacting our lives.”
Activist and panelist Julissa Arce remarked, “I live in a majority Black and brown neighborhood and when we lost power yesterday, we weren’t supposed to get the power restored for another day and a half. I start[ed] to think – where am I going to go tonight? Where am I going to take my daughter and my husband?… It dawned on me that while I’m sitting there making plans…many of my neighbors don’t have that choice…Climate issues are so connected to every issue in our community. The people who are most impacted by [un]natural disasters are people who look like us in this room.”
The 2022 Vote Like a Madre campaign reached over 90% of Latinas registered to vote in Arizona, Nevada, and Colorado through strategic messaging and targeted ads. That same year, the nonpartisan campaign drove over 27,200 incremental voters among Latinas in Arizona, Colorado, and Nevada to turn out. The 2024 campaign will focus specifically on the state of Arizona, and will look to increase Latina voter turnout in the state by 15,000 voters.
Full list of celebrities, madres, madre-figures and allies who have joined the #VoteLikeAMadre campaign in the past, or will join this year, include:
- Eva Longoria
- Alejandra Palomera
- America Ferrera
- Ariana DeBose
- Angélica María
- Angélica Vale
- Ann Serrano
- Camila Cabello
- Candela Ferro
- Carolina Sandoval
- Constance Marie
- Cynthia Klitbo
- Cyn Santana
- Danna Garcia
- Gloria Calderón Kellet
- Jessica Alba
- Karla Souza
- Chef Lorena Garcia
- Lee Rodriguez
- Lin-Manuel Miranda and his mother Dr. Luz Towns-Miranda
- Marjorie de Sousa
- Mayan Lopez
- Michaela Jaé Rodriguez
- Monica Fonseca
- Patricia Manterola
- Rosario Dawson
- Rosie Perez
- Stephanie Beatriz
- Tefi Pessoa
- Vanessa Lyon
- Vanessa Villela
2024 Brunch Like a Madre Rally Selects Linked HERE
Photo Credit: Courtesy of Hector Sandoval for Brunch Like a Madre / Latino Victory Project
Caption: Xx attends the 2nd Brunch Like a Madre Rally presented by Latino Victory Project.
ABOUT LATINO VICTORY PROJECT
Latino Victory Project is a 501(c)(4) organization that develops leaders for public office and works to harness the Latino community’s power so that the voices of Latinos are included in the policies that move our country forward. We engage Latino voters to reflect and advance Latino values, which are American values, including good-paying jobs, immigration reform, quality education, and a clean environment.
Contact: [email protected]
