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Millennial Midterm Election Vote: Rock the Vote Expands Latino Voter Registration Outreach with New Partnership for Latino-Dense States

First Posted: Oct 06, 2014 01:31 PM EDT
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The midterm elections traditionally do not have the same popular voter turnout as the presidential election cycle, but national voter and media organizations are attempting to improve voting figures, particularly among Latinos and millennials.

As Latin Post reported, midterm elections' usual voters are older citizens. Campaigns have commenced since the summer to engage youths, including the Movimiento Hispano and #PowerOfOutVote campaigns. Rock the Vote also launched its "Care Like Crazy" voter registration campaign targeting millennials, but it's seeking to involve Latinos by partnering with Univision Communications Inc. and its millennial news network Fusion, EXCLUSIVLee and the Spanish-language platform Nylon Español.

The new partnership with Univision Communications Inc.'s platforms will allow Rock the Vote to air Spanish-language advertisements for radio and special events, concerts and registration drives, particularly in heavy Latino-populated states such as California and Texas.

"Millennials constitute the largest and most diverse generation in our country's history, and every month more than 60,000 young Latinos turn 18," Rock the Vote President Ashley Spillane told Latin Post.

According to Spillane, the number of eligible Latinos in the electorate will reach a record peak of 25.2 million.

"Rock the Vote is honored to partner with Univision, Fusion, and other influential media platforms to enhance our efforts and those of our partner organizations in reaching, mobilizing and empowering Latino voters, especially young people, to head to the polls and amplify their voices in the midterm elections this November," Spillane said.

"We know the Hispanic vote has made the difference in recent elections, and through this partnership with Rock the Vote and our longstanding partners at [National Association of Latino Elected and Appointed Officials (NALEO)] and other community organizations, we aim to further encourage our community to use the power of their vote to make a difference in their lives and our country," said Univision Communications Inc. Executive Vice President of Human Resources and Community Empowerment Roberto Llamas.

Rock the Vote is also aiming to attract millennials for the Nov. 4 midterm elections with Care Like Crazy, a $250,000 paid media campaign running through Election Day on networks and platforms "favored" by millennials. While the Univision partnership will focus on Latino-dense states, the Care Like Crazy campaign will also target on college towns in Florida, Michigan, North Carolina, Ohio and Wisconsin.

"As politicians fail to address issues young people care about, and some even make it more difficult for them to participate, Rock the Vote wants millennials to understand the power they yield as the largest and most diverse generation in our county's history," Spillane said about Care Like Crazy.

NALEO estimated more than 7.8 million Latinos will vote in this year's midterm elections, an increase from 6.6 million from the 2010 midterm elections.

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