Less than three months before the United States midterm elections, the Democratic Congressional Campaign Committee (DCCC) intensified its strategy to win over the Latino vote with a new series of digital ads in key districts, a bet that combines messages in English and Spanish with attacks on Republican candidates and the promotion of Democratic candidates.
The most recent ad was published this Tuesday and is aimed at Latino voters in Pennsylvania's 7th District (PA-07), where Democrat Bob Brooks seeks to take the seat from Republican Ryan Mackenzie. According to the DCCC, the campaign includes four advertisements and a six-figure investment in digital platforms.
The spots question Mackenzie's record on the cost of living, health care and price gouging, while presenting Brooks as a candidate close to Lehigh Valley families.
In one of the statements released by the DCCC, its Hispanic press secretary, Bridget Gonzalez, stated: “Ryan Mackenzie promised to lower costs, but his record shows a different reality: a cost of living crisis and health cuts.”
The ads, titled “Broken Promises” and “Resume,” have English and Spanish versions and will run on YouTube and other streaming platforms, according to the committee.
Offensive in six districts
The operation in Pennsylvania adds to announcements launched just a few days earlier in four other districts with a significant Latino presence: Texas-28, New York-17, New Mexico-2 and California-22.
In Texas-28, a majority-Latino district, the DCCC allocated another six-figure investment to promote Democratic Congressman Henry Cuellar and challenge Republican Tano Tijerina. The ads highlight cost cutting, health care expansion and protecting Social Security as part of the Democratic message.
In New York-17, advertising focuses on Republican Mike Lawler and holds him responsible for an agenda that the DCCC says has raised the cost of living and affected access to health care. The ads are also broadcast in English and Spanish through YouTube, Vix and other streaming platforms.
New Mexico-2 received a different strategy. The “Sacred” ad features Congressman Gabe Vasquez as a defender of the state’s public lands and families, while challenging Republicans for their economic policies.
In California-22, the DCCC focused on Republican David Valadao and his vote in favor of cuts to the Medicaid program. The committee stated that this decision would affect almost 63,000 people in its district, while presenting Democrat Randy Villegas as an alternative to reduce costs and expand access to health.
The DCCC itself had pointed out in March that California-22 became one of the scenarios where the Latino vote could be decisive. The district has more than 64% Latino population, according to a committee analysis.
Thus, Democrats seek to regain control of the House of Representatives in November and have expanded their map of competitive districts. According to data from the AP agency, the DCCC added 12 Republican districts to its list of objectives, reaching 58 seats considered part of its strategy to regain the majority. In this scenario, the Latino vote takes on special importance.
A bipartisan UnidosUS poll, conducted among 3,000 Latino registered voters between April 27 and May 14, found that 76% said they were sure or almost sure to vote in November. Furthermore, 25% of those who supported Donald Trump in 2024 stated that they would not vote for him again now.
The poll also showed that the economy, cost of living and safety are among the top concerns of Latino voters.
This scenario explains part of the message chosen by the DCCC: prices, health care, employment, housing and social programs appear recurrently in the advertisements, while migration and the policies of the Trump administration are part of the contrast with the Republicans.
They not only seek to speak to the Latino vote
The DCCC's strategy also shows that the party is segmenting its communication by electoral groups.
This Tuesday, in addition to the campaign in Pennsylvania, the committee launched an ad targeting Asian American, Native Hawaiian, and Pacific Islander (AANHPI) voters in Nevada-3. The spot highlights housing and healthcare costs and features Democrat Susie Lee as an advocate for Nevada families. The announcement will run on Meta, Hulu, Disney and other platforms.
