Latina voters are making a difference once again. The Latino Victory Project is mobilizing Latinas with their “Vote Like a Madre” campaign, urging them to create change.

Focused on issues like climate change, “Vote Like a Madre” has rallied support from celebrities like Camila Cabello, Eva Longoria, and America Ferrera. With more than $2 million in funding, it is ensuring Latina voices are heard.

Inspiring Latinas to vote for the future

“Vote Like a Madre” started as a movement for Latina mothers, aunts, abuelas and other motherly figures in Arizona. However, the campaign goes beyond the swing state, integrating voters across the country. According to Katharine Pichardo-Erskine, Director of Latino Victory Project, 72% of Latina voters recognize climate change is an important issue we must pay attention to.

“Voting like a Madre is channeling that Latina energy of someone who is the center of the household,” Jessica Alba said earlier this year. “My grandfather thought he was the boss – he wasn’t. My grandmother was the boss of all of us…Channeling that energy is really what today is about. I think it’s what this election year is about. You don’t have to be a woman either to channel that madre energy.”

Adding, “We all need to protect this planet so that we can protect each other. I started a company 12 years ago to try and protect children, to try and protect families…the people who are actually exposed to… the worst sides of climate change and things that are really man made is Black and brown communities. Who is going to stand up? Who is going to say enough is enough? Who is going to vote?”

Through this campaign, the hope is communities where Latino voters have increased by 31% since 2016 can vote to assuage this issue. According to Latino Victory, nearly 1 in 2 Latinos in the United States live in counties with high pollution levels. This has huge repercussions on our health and future.

The Impact of the Latina vote in the 2024 elections

While the 2024 election is currently the most important, climate change goes beyond this cycle. “Vote Like a Madre” will continue to matter and engage Latina voters as the issue of climate change rises.

“You’ve heard some of the numbers…we have the largest number of Latinos that are eligible to vote. 36 million. We’re expecting at least 17 million of them will come out to vote this year. And out of that, Latinas have shown themselves to be a growing electorate within Latinos. We’ve had, since 2016, a 31% growth in Latina voters nationally. Super exciting statistics,” Pichardo-Erskine said. “What we are doing this year is harnessing [the] power that comes from Latinas, many of whom are mothers.”

She added, “So the theme of our campaign is Vote Like A Madre. But it’s really harnessing that power, whether you are a mother or not. You could be an aunt. You could be a cousin. You could be a best friend. The reality is that we all have that power within us… Let’s pinky promise and Vote Like a Madre.”