‘We captured magic’: the telenovelas reaching Latino voters in swing states

"Una chingona always knows when to use her own voice."

So begins the first installment of a telenovela geared toward young Latina voters. Chingonas, which means empowered women in Mexican Spanish, are the target audience for the non-profit Poder NC Action - a Latino North Carolina-based voter engagement group. This year, the largest ever cohort of young North Carolina-born Latinos will be eligible to vote in a presidential election.

The unique eight-part series released last month on YouTube was created to close the gap between registration and turnout for Latino voters, who have historically voted less than some other groups, in the key battleground state. In the short films, the main character Alexia is a young Latina who goes from struggling to voice her opinions with her community and family to encouraging strangers to turn out to vote.

"We captured magic somehow," Irene Godinez, the executive director of Poder NC Action, said about the telenovelas. "The fact that 18-year-old boys to a 70-something-year-old woman feel seen in this and are excited about it is unheard of."

Now, the films' reach has extended beyond North Carolina, with voter engagement organizations in California, Wisconsin, Arizona, Florida, Texas, Georgia and Colorado featuring them on social media platforms. The videos appear in Hulu and YouTube TV ads; the non-profit Voto Latino will use them in a digital public service announcement ahead of the election, and in the fall, Latino fraternal chapters, such as Lambda Upsilon Lambda Fraternity, Inc and Lambda Theta Alpha Latin Sorority, Inc, will screen the telenovelas on campuses around the country.

Nationwide, an estimated 36.2 million Latino voters will be eligible to vote this year, nearly 15% of the electorate, according to Pew Research Center. Godinez foresaw the large swath of eligible voters coming to age when she launched the non-profit in 2020: "My calculation was, if we start talking to them right now that they're in high school and we can get them in as volunteers," said Godinez. "Then by the time that they become actual voting age, they'll be not only informed, but they'll be willing to inform their peers."

Before Poder NC Action's inception in 2020, political parties and advocacy groups did not invest in voter engagement efforts for Latino voters in North Carolina, said Godinez. She sought to create culturally relevant voter engagement initiatives that spoke directly to young Latino voters.

"The people who absolutely are being neglected, it doesn't mean that they're not interested," Godinez said. "It just means that no one has made an effort to reach out to them."

The organization's strategy has been to focus on courting around 150,000 Latino voters who have voted twice or less since registering to vote in 2016. Their outreach consists of political mailers, phonebanking, canvassing, and monthly social hours where voters meet local politicians.

In 2020, Poder NC Action hand delivered 4,000 voter information cards throughout the state, made over 1m calls, delivered over 1m mailers, and worked with 130 young Latino volunteers. Godinez said that their efforts helped North Carolina Latino voters become 40% of the overall Latino voter turnout in 2020.

And in 2022, a quarter of the organization's targeted voters voted in the midterm election. The organization is taking cue from its members on whether they will endorse a presidential candidate. "It's even likely that we would endorse Kamala Harris," Godinez said, "but it will boil down to what our membership determines".

In February, Poder NC Action hosted a Barbie movie-themed event where volunteers escorted the 50 attendees down a pink carpet that led to a barbie photo booth so they could post photos on social media. It was the second time that the organization hosted the voter registration event called Ballots y Belleza, where attendees get free beauty services including makeup and waxing as they study sample ballots and volunteers inform them about voting issues. In September, the group will host another Ballots y Belleza event for Latinx Heritage Month that focuses on the theme "Poder (Power) is our Heritage, too," said Godinez.

The event was inspired by a 15-year-old who begrudgingly attended one of the group's social hour events with an older sibling last summer. The teen told Godinez that she would willingly sit through a daylong civic engagement meeting if she could simultaneously get her nails done. "We wanted to create a space where folks could come and learn and build community with each other," Godinez said, "and then create some sort of connection with us as well".

Following Poder NC Action's events, attenders have told Godinez that they feel "seen" in her programming. "Organizations create different types of programming tailored to voters, but they do it as if voters are different from their loved ones. They don't look at voters particularly as an extension of themselves," Godinez said. "We see our families in our voters. We see ourselves in our voters."

The work that Poder NC Action is doing to engage Latino voters could serve as a model for organizations in other states throughout the nation, said Chuck Rocha, a Democratic party strategist and president of consulting firm Solidarity Strategies. As a consultant to the organization for the past six years, Rocha said that Poder NC Action's work stood out because it was rooted in the Latino community: Poder NC Action is run by a Latina woman, while the staff, consultants and artists that work on products are also Latino.

"There's lots of Spanish ads made by congressional candidates or governors candidates, but it's just made by their same white consultants, normally translated from English," Rocha said. "They're all well-meaning, but it just doesn't have the same look and feel when it's made from the community, by the community, for the community."

At the end of September, Poder NC Action will launch another telenovela series that focuses on reproductive justice. Starting in mid-October, the organization will host a mobile Ballots y Belleza on a party bus where young voters will receive beauty services at historically Black colleges and universities, as well as public universities around North Carolina.

Ultimately, Godinez hopes that Poder NC's initiatives will help inspire a new generation of voters to become civically engaged. "We're creating a paper trail of everything so that we can share it with organizations that our values align no matter where they are, so that way, if something is working well here, there's no reason that we would hold on to it and not share it."