2016 Get Out The Vote in Miami-Dade

EMPOWERING LATINO VOTERS

AIGA’s non-partisan, apolitical Get Out the Vote campaign wields the power of design to motivate the American public to register and turn out to vote in the 2016 general election.

With a Spanish-language campaign airing on TV Azteca, we are reaching 89% of Latinos nationwide with an important message: This year, your vote is a serious matter.

Now, AIGA Miami is turning our focus local to create massive impact among Latino voters in Miami-Dade county. Here’s a look at the campaign and the opportunities.

The Campaign: “ESTE AÑO, TU VOTO ES COSA SERIA”

This year, your vote is a serious matter. Nearly 30% of the US population will be Latino by the year 2050, yet only 48% of Latinos eligible to vote turned out on election day in 2012. The policies under discussion during this election make it imperative that Latinos take a more active role in the democratic process that will shape the future of their community and of the country at large.

In this powerful PSA that’s playing nationwide on TV Azteca, actor Edward James Olmos activates our call to action to reach approximately 43 million people, or 89% of the Latino population in the U.S.

While this PSA airs nationwide, we are building a massive voter engagement campaign specific to our community at home. We will saturate Latino neighborhoods with this nonpartisan, apolitical message of voter empowerment.

Steps to build the campaign

1. What’s the lay of the land?

Over 1 MILLION LATINOS in Miami-Dade county are not active voters. Over 250K MILLENNIALS are not active voters.

MIAMI-DADE OVERALL POPULATION

Miami-Dade County total population 2,712,952
Miami-Dade Latino population 1,792,650
Miami Dade Millennial population 619,679

MIAMI-DADE REGISTERED VOTERS

Miami Dade County Total Voter Registration 1,281,422
Miami Dade County Latino Voter Registration 728,925
Miami Dade Millennial Voter Registration 357,714

2. Where do Latinos live?

Miami-Dade County top 20 zip codes with largest numbers of Latinos – concentrations in western and southern portions of the county.

3. What’s in the neighborhoods?

Latin-focused grocery and retail – inside neighborhoods where people live.

4. Where will we run this campaign?

BROADCAST

• Local Television (16 Full – Power TV stations)
• Local Radio (54 within Close Distance)

OUTDOOR, TRANSIT, STREET FURNITURE

• Outfront Media – Transit (Bus, MetroRail, MetroMover), Transit Shelters, Bulletins / Posters
• Clear Channel – Bulletins / Posters (digital + traditional), some Airport, Transit Shelters
• Signal – Bus benches, street furniture, and some Transit Shelter
• Carter Outdooor – Bulletins
• JC Decaux – Airport and Retail (Dolphin Mall)

PUBLISHING

• The Miami Herald / El Nuevo Herald
• The New Tropic
• Miami New Times
• The Atlantic

SANITATION SERVICES

• Ads on county and municipal garbage trucks that go deep into neighborhoods, where traditional advertising doesn’t penetrate

5. How will we move forward?

MEDIA PARTNERSHIPS

PSA placement in local television, radio, outdoor, publishing, street furniture, transit vehicles, sanitation trucks.

PRINTING PARTNERSHIPS

Assistance in producing the vinyls and posters to populate outdoor boards, bus shelters, bus benches, transit vehicles.

RETAIL PARTNERSHIPS

Funding for printing of vinyls and posters, and / or placement of campaign materials in high-visibility retail environments.

COMMUNITY PARTNERSHIPS

Community organizations distribute posters of the campaign in their neighborhoods through existing channels

TIPPING POINT

From Hialeah to Little Havana to Homestead, concentrated Latino communities throughout Miami-Dade will be saturated with the “Tu Voto es Cosa Seria” campaign, creating a powerful sense of urgency and solidarity.

6. How will it benefit our partners?

DEMONSTRATE COMMUNITY VALUE

By participating with AIGA Miami in this non-partisan, apolitical voter engagement campaign, you have the opportunity to demonstrate commitment to a thriving, strong Latino community. Because we are approaching this in a hyper-local way, your brand will be seen right in the neighborhoods where your customers or clients live and work.

CREATE A POWERFUL PROFILE

Advocating for the civic life of your customers and clients makes you part of their lives in a new way. In partnering with AIGA Miami and putting your name on this project, you rise to a new level of significance in your customers’ eyes.

JOIN A NATIONAL CAMPAIGN

Take part in something really big. We’re on national television with the “Cosa Seria” campaign, reaching 89% of Latinos around the country –and you have the opportunity to join in this effort.

MAKE LASTING IMPACT

There are over 1,000,000 Latinos in Miami-Dade county who are not active voters. Together, we can empower record numbers of Latinos to turn out to vote in November elections.

LATINO VOTES COUNT

Historically, elections results in Florida have had major impact in the national decision, so it’s more important than ever to ensure a powerful Latino voter turnout in Miami-Dade county.