Resources
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In the 2022 midterms, we partnered with Priorities on a field experiment designed to answer two questions:
What is the impact of persuasion messaging on turnout?
More broadly, what is the impact of digital advertising on Latino voters?
To answer these questions, we worked with the digital experts at Priorities to design and execute a series of experiments - two panel tests and an in-field randomized controlled trial (RCT). The panel test results were used to inform the creative strategy for the field program.
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Equis conducted research in partnership with A/B Partners and Senate Majority PAC. This research tackled the challenges in reaching and persuading Latinos voters who predominantly speak English and consume English-language media.
These findings share evidence-based messaging and communication guidelines for effectively communicating with and persuading English-dominant Latinos that connects, resonates, and wins in Senate battleground races.
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We tested multiple positive, contrast, and negative immigration messages with Blue Rose Research to see which was best at shifting Biden vote choice. These messages were tested in English only. The test ran from March 28 to April 5 in AZ, CO, FL, GA, MI, NV, NM, NC, OH, PA, TX, and WI. We collected a total of 17,098 survey responses, with over 60% of responses coming from Latinos.
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The language edition of the Playbook makes the case for increased investment in Spanish-language outreach to more than just the Spanish-dominant. It answers questions like:
What is the role of Spanish outreach in a campaign? Is it just about being understood, or can it signal care and investment?
How broadly should we target Spanish content? Does Spanish ever backlash?
What is the role of bilingual or Spanglish content? What styles work, and for whom?
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In October 2023, Equis Labs partnered with Somos Votantes and Data for Progress on a MaxDiff messaging poll to better understand the best application of the Winning Jobs Narrative framework with Latino voters, in both English and Spanish.
The MaxDiff results revealed two major takeaways:
The Winning Jobs Narrative framework continues to be effective with Latino and non-Latino audiences, in both English and Spanish.
Inclusive language is best for persuading Latino voters. Message frames that were directed at “working people, including Latinos” consistently outperformed message frames directed exclusively at Latino voters.
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At Equis we are frequently asked how Latino audiences respond to an increasing variety of media and cultural content — outside of news — and whether the shows people watch or music they listen to might reveal important insights for better capturing Latino attention.
Equis Institute, in collaboration with Harmony Labs, has created a segmentation that gives ad makers, creators, and storytellers the power to understand the diverse demography and behaviors of Latinos in the US as well as the characters, values, and stories to which different clusters of Latinos gravitate.
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To engage Latinos well, campaigns and organizations must first understand where Latinos consume news and information. Media consumption data can help practitioners answer important questions to shape their voter contact programs. The report helps answer several important questions like:
What do Latino audiences watch/consume?
What platforms should we be focusing on for organic digital content?
What kind of Latinos consume TV news vs. digital news?
Who do we miss if we run a basic digital program (YouTube, Facebook, and Instagram only)?
Where are Spanish dominants consuming news outside of Spanish-language TV and radio?
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Equis conducted research in partnership with at Somos Votantes and Priorities USA on effectively reaching and communicating with Latinos on YouTube.