In the 2022 midterms, we partnered with Priorities on a field experiment designed to answer two questions:

1. What is the impact of persuasion messaging on turnout? 

2. More broadly, what is the impact of digital advertising on Latino voters?

Equis has long advocated for more persuasion to Latino voters - not just for traditional persuasion targets, but for Latinos who have been historically under-engaged or mis-engaged by campaigns and organizations. We have also been strong advocates for more and better digital Latino programs. But there is not much current research on the effects of digital advertising on Latinos specifically, and there is even less research on the impact of persuasion messaging on turnout. 

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.