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Voto Latino and Rock the Vote Partner to Launch Largest-Ever Latino Online Voter Registration Campaign

Today, Voto Latino and Rock the Vote announced TrendUrVoice, the largest-ever online campaign to register Latino voters. TrendUrVoice will launch this weekend at South by Southwest (SXSW) Interactive and Music Festival in Austin, Texas.

Actor Rosario Dawson, Chairwoman of Voto Latino, and volunteers from Voto Latino and Rock the Vote will hit the streets of Austin with paletas (popsicles) and neon signs, asking young people to “TrendUrVoice” on issues such as immigration reform, marriage equality, unemployment, and student debt to build buzz and visibility for the year-long campaign supported by the Ford Foundation. The campaign website incorporates a “hot or not” concept to encourage Latino Millennials to voice their opinions and to register to vote. Latinos are the most active group across all social media platforms, and TrendUrVoice reaches them where they already are: online.


TrendUrVoice will leverage the networks of both Voto Latino and Rock The Vote, tapping their media partners, artist ambassadors, street teams, and volunteers to promote voter registration via innovative online strategies on social media, desktop, and mobile. Voto Latino and Rock the Vote will activate their field teams and over half a million dollars in culturally-relevant online media buys to register Latino Millennials in southwest states in advance of the 2014 midterm elections.

Every year, 800,000 Latino Millennials -- the equivalent of a new congressional district -- turn 18 and become eligible to vote. In states like California and Texas, Millennials already make up one-third of Latino voters. Yet there is no ongoing effort to register this demographic year-round, leaving Latino Millennials significantly underrepresented at the polls.

“We’re thrilled to partner with Rock the Vote in this unique effort to bring Latino Millennials into the democratic process,” said Voto Latino President and CEO, María Teresa Kumar. “They are often the gatekeepers to their families. If we can encourage them to participate at the polls, chances are that they are influencing their parents to join them.” Latino Millennials are also the fastest-growing share of the American electorate, and it is crucial for them to have a voice in shaping their country’s future. The first step for that is registering to vote.

“TrendUrVoice will tap into the cultural and social lives of this generation of young people and empower them to participate,” said Heather Smith, President of Rock the Vote. “It will garner the attention of this generation by tapping into the issues that matter most to them and their communities and fuel that energy to ensure they are casting ballots in November for those that best represent them. In addition, we are excited to test new digital strategies to reach Millennials that will compliment the shift we are currently witnessing as more and more states bring voter registration online.”

For more information about TrendUrVoice, visit www.trendurvoice.com.

About Voto Latino
Voto Latino is a nonpartisan organization that empowers Latino Millennials to claim a better future for themselves and their community. United by the belief that Latino issues are American issues and American issues are Latino issues, Voto Latino is dedicated to bringing new and diverse voices to develop leaders by engaging youth, media, technology and celebrities to promote positive change. To learn more about Voto Latino, visit www.VotoLatino.org. Also engage Voto Latino on Facebook at www.facebook.com/VotoLatino, on Google Plus at https://plus.google.com/+votolatino, and on Twitter at www.twitter.com/VotoLatino and on Instagram at www.instagram.com/VotoLatino.

About Rock the Vote
Rock the Vote is a national nonprofit organization. Founded twenty-three years ago at the intersection of popular culture and politics, Rock the Vote has registered more than five million young people to vote and has become a trusted source of information about registering to vote and casting a ballot. We use music, popular culture, new technologies, and grassroots organizing to motivate and mobilize young people in our country to participate in every election, with the goal of seizing the power of the youth vote to create political, economic, and social change. Learn more about Rock the Vote at http://www.rockthevote.com.

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