DNC Launches Signature Latino Outreach Program “Adelante” and Spanish Language Ads Across the Country

May 11, 2022

“Adelante” will further expand the DNC’s intensive outreach ahead of the midterm elections 

The DNC today announced the launch of Adelante, a signature outreach program to Latino voters that will build on Democrats’ intensive outreach ahead of the upcoming midterm elections. Political veteran and expert strategist Maria Cardona will supportAdelante in its outreach and messaging efforts. DNC Latino Coalitions Director Michelle Villegas Tapia is launching and will direct Adelante’s programming across the country, including direct voter contact and community events. 

In addition to the launch of Adelante, the DNC is also announcing part of a seven-figure investment in paid media, kicking off with a round of Spanish-language print and radio ads. The ads tout the historic progress made under the leadership of President Joe Biden and congressional Democratic majorities. 

“Latino voters are critical to our party’s success and Democrats are building on our investments in organizing and outreach through the launch of Adelante,” said DNC Chair Jaime Harrison. “Through the leadership of Democrats, we’ve ushered in a historic economic recovery and we’re committed to continuing to deliver results for the Latino community and moving forward together to build a better America.”

“As a Latina and a first-generation immigrant, building on our party’s efforts to connect to Latino voters in every community is personal to me,” said DNC Latino Coalitions Director Michelle Villegas Tapia. “Whether it’s reaching folks online or on the ground, Adelante is primed to meet Latino voters where we are, and to speak directly to how Democrats are making progress on the issues that touch our daily lives.” 

The ads will run in Texas, Florida, Nevada, Wisconsin, Georgia, Arizona, North Carolina, Michigan, Pennsylvania. 

The DNC is already working in partnership with its sister committees to invest in Latino outreach and organizing in targeted coordinated campaigns, including in Arizona, Nevada, New Mexico, Florida, Texas, Wisconsin, and Pennsylvania. 

Adelante will build on the DNC’s Spanish-language and bilingual voter contact program, through which volunteers help provide states with dedicated Spanish-language outreach capacity focused on coalition building, voter registration, and mobilization. 

See the print ad below: