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Mi Familia Vota and Latino community leaders released on Thursday the #VoteNoTrumpadas” media ad campaign, which features a dramatization of President Trump’s attacks against the Latino community that have been echoed by his followers, including members of Congress. “Trumpada” is a play on the Spanish word “trompada,” which is a slap or punch in the face.
The cable television ad premiered Thursday during “Fox and Friends,” “Morning Joe” and CNN’s “New Day” air times and will continue to be broadcast nationally in key Latino markets on Spanish and English television and radio and will also be promoted on social media. The ad airs Trump’s own words attacking Latino and immigrant communities and how they have been received by Latino voters. The ad sends the message to Latino voters to stop the attacks by voting onNovember 6.
“By reminding Latino voters of what Trump has said about us, our families, our friends and co-workers, we are saying, ENOUGH. Let’s push back, not with hate speech or violence, but with our votes,” said Ben Monterroso, executive director of Mi Familia Vota, during a press call with Latino leaders to unveil the “#VoteNoTrumpadas” ad.
Joining the press conference were ad creator and Hispanic media consultant César Martínez, who has worked on five GOP presidential campaigns; Angelica Salas, board president of CHIRLA Action Fund; and Blanca Flor Guillen-Woods, senior analyst and evaluation specialist with Latino Decisions.
“Trump’s policies have hurt us every day,” Salas said. “His immigration rhetoric is shameful and disrespectful but his policies are cruel and without mercy. Children are detained in cages and tent prisons, parents are deported, even after living here for decades, and young and old are attacked by rescinding DACA or TPS protection. Mothers weep and children cry for each other and justice. Trump responds with only more attacks,” Salas added.
Martínez, who produced the added, emphasized that, “no one was hurt during the production of this spot; we choreographed the slaps in slow motion. But millions of American Hispanics have been really hurt by Trumps’ Trumpadas. This ad reflects how we, on the receiving end, feel about his Trumpadas and actions, but also shows that we have the solution to stop them, by voting. In a nutshell, we say, ‘#VoteNoTrumpadas.’”
The “Trumpadas” ad draws on deep cultural references and was message-tested by Latino Decisions, a national research and polling firm, in focus groups to evaluate audience reactions. The goal of the ad is to motivate Latinos to vote.
“Our testing indicates the most powerful aspects of the ad are seeing Latinos take control by putting a stop to Trump’s attacks and having a call to action, which is to go out and vote. After viewing the ad, 80 percent of participants said they were more likely to vote this year,” said Guillen-Woods of Latino Decisions.
English and Spanish versions of the television ad can be found here:
An audio recording of the press call will be posted on MiFamiliaVota.org when it becomes available, within two hours of completion of the call.
For media inquiries please contact Karina Martinez: firstname.lastname@example.org or 858/752-1262
Mi Familia Vota is a national civic engagement organization that unites Latino, immigrant, and allied communities to promote social and economic justice through citizenship workshops, voter registration, and voter participation. Mi Familia Vota has operations in Arizona, California, Colorado, Florida, Nevada, and Texas.