New York, NY – Univision Communications Inc., in collaboration with the Ya es hora coalition today announced its first-ever bilingual civic engagement campaign for voter registration “Libera tu voz” (Unleash your voice). The initiative aims to engage all Latinos eligible to vote in the United States to register and participate in the upcoming elections.
“Libera tu voz” stems from research showing that in the 2008 election, 84 percent of Latinos who registered actually voted – a record 9.7 million. However, only 59 percent of eligible Hispanics had registered to vote in the years and months leading up to the election. The 2012 election cycle presents a tremendous opportunity for the Latino community to close the participation gap and ensure its voice is fully heard.
“The Latino vote will be a decisive factor in the 2012 elections, as the Hispanic community continues to impact the socio-economic, political and demographic future of our nation,” said Cesar Conde, president of Univision Networks. “In 2008 and 2010, millions of Latinos registered, voted and made a difference. This underscores the importance of mobilizing our community to take even greater action. With the help of our partners, the Ya es hora coalition, these efforts will significantly affect the course of this election and the Hispanic vote thereafter.”
The campaign is designed to educate the Hispanic community on the importance of its role in the upcoming election and encourage voters to register and make a difference. As part of the initiative, Univision will have comprehensive coverage and launch interactive extensions on liberatuvoz.com including an animated voter registration tutorial that will be available in key states as well as an interactive map featuring informational events. The network will also premiere a national multi-phase public service announcements (PSA) campaign that kicks off with an awareness phase, enticing people to make their own decisions. Subsequent phases will serve as a call-to-action to register and go out and vote. The call-to-action PSAs will feature leading Univision personalities and Hispanic celebrities.
“Full participation of the Latino community in the political process is essential to the vitality of our democracy, and the future of this great nation,” said Arturo Vargas, executive director of the NALEO Educational Fund. “Despite progress, much work remains to ensure all Latino voices are heard in the upcoming election, and we are proud to stand alongside our longtime partners in that effort.”
“Latino voters will be a critical factor in 2012,” said Janet Murguía, president and CEO of the National Council of La Raza, the largest national Hispanic civil rights organization in the country. “There is a lot at stake for our community and the issues we most care about, including the economy, immigration, education, and health care. Through NCLR’s ongoing work to grow the number of Latino voters and advocates, we hope to see both parties meaningfully reach out to Latino voters and work to advance real solutions to the nation’s most pressing challenges. NCLR is proud to have its Mobilize to Vote campaign contribute to the Ya es hora partnership and goal of expanding the Latino electorate and strengthen our nation’s democracy.”
“We have seen an increasing demand from Entravision’s television, radio and digital audiences for an infusion of political content, a clear demonstration that the growing Hispanic population is engaged and understands the vital role they will play in the upcoming election,” said Walter F. Ulloa, chairman and chief executive officer of Entravision Communications Corporation. “That being said, there is still more work to be done to encourage Hispanics to get out and vote on election day and we are honored to once again participate in the Ya es hora campaign to further promote this important message.”
“Mi Familia Vota Education Fund is deeply committed to Latino civic engagement and we are proud to be part of the Ya es hora ‘Libera tu voz’ campaign,” said Ben Monterroso, executive director for Mi Familia Vota Education Fund. “We are living in a time of opportunity, and that opportunity lies on each of our shoulders. We understand that in order to ensure that the voice of the Latino community is heard in our democratic process, we need to come together and work tirelessly to mobilize the Latino vote to the ballot box– and that is exactly what we plan on doing”.
“We are proud of our partnership with the Ya es hora ‘Libera tu voz’ campaign as Impremedia has a long term commitment to empowering voters and mobilizing our community so that our participation is felt for generations to come,” said Rossana Rosado, vice president of External Relations, Impremedia.
Maximizing Univision’s reach to millions of households across the country, the network will also deploy efforts for the Ya es hora “Libera tu voz” campaign via national and local programming, radio, online, mobile and social media platforms. Furthermore, grassroots workshops and forums hosted by Univision’s local stations, in partnership with members of the Ya es hora coalition, will give the Hispanic community access to unparalleled information in more than 20 markets.
To further move the needle among the highly coveted 18-24 Hispanic demographic, the first-ever bilingual “Libera tu voz” campaign will engage young voters via provoking messages to incite them to join the movement, register, vote and decide the nation’s political future. In today’s new American reality, the bi-cultural Latino generation will potentially account for 52 percent* of swing votes and serve as “activators,” encouraging their families and friends to get out and vote as well.
Univision’s “Libera tu voz” campaign is a continuation of the Company’s historic efforts toward increased Latino civic participation. The initiative is led in a joint effort between Univision and national Latino organizations, including the NALEO Educational Fund, Mi Familia Vota Education Fund, the National Council of La Raza, ImpreMedia and Entravision Communications Corporation.
For information on this election cycle, registration and voting you can visit liberatuvoz.com online and on mobile, call 888-Ve-Y-Vota/888-839-8682 or text VOTE to 62571. The community can also engage via social media through facebook.com/yaeshora.eng and following @yaeshora2012 on Twitter, as well as access locations and events with resources and information on foursquare.com/Univision.