Vote Like A Madre Leads the Charge on Climate Change

The Challenge

America is more divided than ever before, and American voters have less trust and confidence in political candidates and campaign messaging than at any time in history. This lack of trust leads to dangerously low voting numbers and inaction on critical issues that affect everyone – issues like climate change. People First teamed with Vote Like a Madre (VLM) to rally the voices and the votes necessary to elect candidates who support future-focused climate change policy.

Our Response

• People First’s analysis discovered that while confidence in political candidates and officials is down, especially among Latino communities, confidence in the opinions and experiences of one’s in person and online peers, friends, and community members – those with whom one shares a cultural bond – are way way up. Voters are now relying more on their online relationships than ever before to influence and drive their social and political thinking — and to drive them to the ballot box.
• People First collaborated with Vote Like a Madre to launch the one of the largest political microinfluencer campaigns in American history – and all to ensure the future wellbeing of the planet.
• The campaign empowered Latina moms across the country – with a strategic focus on those in Arizona, Nevada, and Florida – to pierce through the online din by making a pinky-promise to vote for candidates who promised real world action on climate change in order to protect the planet for their children.

Results

• For consecutive campaign cycles, People First curated hundreds of stories from Latinas in battleground states and galvanized a critical voting bloc on the issue of climate change.