Equis is proud to present our Latino Playbook – a foundational guide for messaging and media for Latino audiences, designed for people running Latino voter engagement programs. This work consolidates existing academic research and shares new insights from Equis’ original research that are intended to shape Latino programs. The Playbook is meant to be a resource that you can consult for years to come.

Equis’ Latino Playbook includes research and recommendations for:

  • Mobilization messaging

  • Messengers and content styles

  • Spanish, bilingual and Spanglish communications

  • Targeting Latinos online

  • Selecting geographies for Latino outreach

  • Media consumption

What’s in the Playbook?

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    Part 1: Messaging and Content

    Part 1 includes messaging and content recommendations for mobilization programs.

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    Part 2: Language

    Part 2 includes recommendations for how to maximize the use of Spanish-language creative, with a focus on its symbolic effects among English speakers. This section also includes recommendations for bilingual and Spanglish content.

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    Part 3: Digital Targeting and Placement

    Part 3 includes targeting recommendations, with a specific focus on ZIP codes and selecting geographies for investment, as well as media consumption data to inform targeting and placement strategies for Latino programs.

Questions?