Handle with “Care?” A Key to Midterm Persuasion for Latino Voters

  • The positive frame focused exclusively on Democrats caring about working people and the need for more leaders who care in Congress.
  • The comparative frame was similar, but included some criticism of Republicans.
  • For the storytelling approach, we asked our messenger– a Latina small business owner– to share the ways Democrats made the PPP loan process more accessible, helping save her business and take care of her family. The “storytelling” approach used an authentic and compelling messenger to show that Democrats don’t just care about working people; they also take action to make their lives better.

That’s all for now.

Stay tuned.



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Equis Research

Equis Research

Creating a better understanding of the Latino electorate