The Service Employees International Union (SEIU) is a labor union representing workers in healthcare, the public sector, and property services — a majority of whom are people of color.
SEIU aimed to counter the “socialist” narrative used to turn Hispanic voters against Democrats in Florida ahead of the 2022 U.S. midterm elections, using effective messaging in video and motion graphic ads.
We conducted Spanish interviews with residents and SEIU members, used research from Equis Labs, and crafted three core messages. We produced video ads and motion graphics in English and Spanish for the two most successful messages, linking right-wing agendas to the audience’s experience with anti-democratic governments in Latin America and presenting initiatives such as higher wages, healthcare, and education as crucial to achieving the “American dream” and avoiding the “socialist” stigma.
The campaign reached 239K Hispanic voters, resulting in 6.7M impressions, 5.1M video views, 41K clicks, and 470K minutes watched. Spanish language ads had a 26% higher CTR, demonstrating the importance of developing culturally relevant content and segmenting Latino audiences. Additionally, the messaging resonated with Hispanic Floridians who shared our content organically.
