WASHINGTON — A group of progressives think they have unlocked a more effective way to register scores of young Latino voters: Let them do most of the legwork on their own.
The nonprofit organization Voto Latino, working with the Democratic digital marketing firm Rising Tide Interactive, ran a series of targeted online video ads ahead of voter registration deadlines in the 2020 election in three key Latino-heavy states — Florida, Texas and Arizona.
Instead of providing viewers with detailed instructions or directing them to a particular website, the public service announcement-style ads simply informed them of the registration deadline to vote in the presidential election. The idea was that younger people in general were capable of finding the information themselves on Google, and would be more likely to follow through and register if they took the time to search for it.
