Vote Like a Madre
How do you get a politically disengaged community to become climate voters?
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Make voting an act of love
Latina women are more concerned about climate change than almost any other group. But, most have never been contacted to do anything about it. So, in 2020, with the election approaching and the fate of the planet on the ballot, we asked a community with a historically low voter turnout to think of voting as an act of love. We asked them to #VoteLikeAMadre.
An epic launch film served as a metaphor for the impact you can make by promising to vote with your kids’ future in mind.
Sparking a Pinky-Sized Social Movement
We asked madres to pinky promise their kids they would vote for candidates with bold plans to fight climate change, and post their promises using #VoteLikeAMadre.
“The Most Binding Promise There Is”
Perhaps the most powerful Latina mother on the planet joined the movement and took it on the road, talking to everybody from Lin Manuel Miranda to Michelle Obama about how to Vote Like a Madre. And some pretty badass madres showed up…
Empowering madres to read-up and register with custom tools and content
From hyper-targeted digital content, to a full service website with a checklist of climate policies to look for and a simple registration tool, we made it easy for madres to make a voting plan and keep their promises.
Madres delivered on their promises…
The campaign drove 40,000 incremental voters among Latinas in FL and AZ.
10X average click-through rates and 30X industry benchmarks for political campaigns.
2X more effective (4X in AZ) than average GOTV campaigns with non-habitual voters.
Creative Partner: The Community, Miami
My role: CCO Potential Energy