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Latino group ‘Mi Familia Vota’ launches $10M voter turnout campaign targeting swing states

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Mi Familia Vota, an Arizona-based Hispanic voter advocacy organization, will spend $10 million to turn out the Hispanic vote in battleground states, the group announced Thursday.

The Phoenix group will begin its campaign in Arizona and Florida, devoting $7 million to get-out-the-vote efforts and $3 million on TV and digital advertising, The Associated Press reported.

Eventually, the group plans to expand to voters in California, Colorado, Michigan, Nevada, Pennsylvania, Texas and Wisconsin.

“Basically what we’re saying is we’re not going to wait for political parties to do it themselves. They don’t invest in our communities,” CEO and executive director of Mi Familia Vota Hector Sanchez Barba told the AP.

Data from the Pew Research Center indicates the share of eligible U.S. voters who are Latino reached a record high of 13.3 percent this year, including 24 percent of eligible Arizona voters and 20 percent of eligible Florida voters.

However, 2016 data indicated those voters turned out at a lower rate than non-Hispanic whites, with census data indicating 47 percent of eligible Hispanic voters in Arizona voted, while just over 60 percent of eligible white voters did.

Matt A. Barreto, co-founder and managing partner of the polling and research firm Latino Decisions, noted that some data indicate the demographic can, and has, pushed Democratic candidates over the finish line.

“We already saw this in 2018, where record Latino vote in a midterm provided the margin of victory for [Sen. Kyrsten] Sinema [D-Ariz.],” Barreto told the AP.

The push by the voting organization comes as former Vice President Joe Biden (D) has built polling leads in both states.

However, some Latino community leaders are concerned the coronavirus pandemic’s disproportionate impact on the community that could hurt voter turnout.

Sanchez Barba said Mi Familia Vota has not endorsed Biden, but that it will aim to mobilize voters against President Trump.

“After the election, hopefully with a new president, we will immediately launch an accountability campaign,” he told the AP.

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