As we move closer to the 2026 midterm elections, one thing is clear: the way campaigns and organizations engage Latino communities must evolve.
That’s why People First hosted “Culture Over Clicks,” a virtual webinar focused on messaging, culture, and political engagement with Latino communities. This conversation comes at a critical moment when too often Latino voters are treated as a single, monolithic voting bloc, resulting in messaging that misses the mark.
Latino communities are diverse in language, culture, geography, and lived experience. Yet political messaging frequently flattens that complexity.
This webinar explored the rich diversity within Latino communities and examined how language and cultural context shapes effective communication. We discussed how organizations, creators, and campaigns are moving beyond surface-level awareness toward meaningful, sustained action, and why one-size-fits-all approaches consistently fall short. We focused on what it takes to build strategies that are nuanced, culturally grounded, and rooted in real community understanding.
We were joined by an incredible group of speakers.
Mariana, a DACA recipient, advocate, and content creator, uses her platform to highlight the real-life impact of immigration while bridging pop culture and politics. With over a decade of experience, she has built multi-million-dollar creator programs and led award-winning bilingual campaigns, collaborating with nonprofits and advocacy groups to craft powerful, community-rooted digital strategies.
Beatrice, who immigrated from Guatemala in middle school, brings a deep passion for elevating Hispanic culture in the U.S. After becoming a U.S. citizen and earning a degree in Advertising, she built a career in media and sales while staying closely connected to her community.
And our very own Jiovanni Daniel, a NYC-based singer and streamer with Puerto Rican roots and a Tennessee upbringing, centers his work on learning, awareness, and community—using his platform to lead with love and spark meaningful conversations about identity and culture.
If you would like to watch more you can check it out on our youtube channel and follow us on all social media.