The importance of reaching out to Hispanics to get out to vote.

Kathy Whitlock, VP Strategy & Insights interviewed Teri Arvesu, SVP of Social Impact and Sustainability at TelevisaUnivision to talk about the importance of reaching out to Hispanics to get out to vote.

Q: The Latino vote is widely recognized as the force that can make a difference in our upcoming elections. But we also know that turnout is traditionally lower for our population. Why are they holding back?

Latino voters are just as interested in the American dream as any other American citizen and voting is a big piece of that. We owe it to them to make that opportunity a reality.

L2 projects that Hispanic voter turnout will increase +25% vs 2020, but we know also based on research that there is even greater upside. Our efforts to change voter behavior are focused on three key areas:

• KNOWLEDGE: Eligible voters may not understand what’s involved in voter registration: who is eligible, what documentation is needed, when do they need to do it, where do they go and if they don’t speak English, who can help them figure this out. There’s a real lack of educational resources in Spanish.
• AWARENESS: Even once they’re registered, culturally relevant messaging in Spanish hasn’t been the top priority for most candidates this cycle. Recent surveys among Spanish speaking Latinos in swing states show that over 50% don’t have the information they need to make an informed vote. Add to that the disinformation that we are seeing, and you can see why the third barrier is
• CAUTION: It’s the byproduct of the first two: rather than making the wrong decision for themselves and their families, AFRAID TO MAKE A MISTAKE they take NO action: “dejaselo a los que saben.”

Q: How are you working to get them to the polls this year? How are you addressing their concerns?

Since 2018, TelevisaUnivision has run the largest Spanish-language voter education campaign in the country, Vota Conmigo. We’ve created a non-partisan, multi-platform campaign focused on empowering the Hispanic community to participate fully in the electoral process. We break it down into three key phases: how to register, how to vote by mail, and the options for early and day-of voting.

To address common concerns, we’ve prioritized culturally relevant, in-language content. This includes Spanish-language educational materials that not only inform but truly resonate with our community. We work to reduce the fear of the unknown by providing step-by-step guides, customized reminders, and clear information on voter registration and the voting process. Our goal is to make the experience as simple and accessible as possible.

We’ve implemented this campaign across all of our platforms—from news to entertainment, sports, and music—to meet our audience where they are. Through trusted voices like our on-air talent, community partners, and grassroots efforts, we aim to demonstrate, facilitate, motivate, and activate.

Our efforts have gone beyond media: we’ve also built strong local and national partnerships, working on the ground to further our voter education initiatives. This includes organizing phone banks, local outreach, and even creative activations like a mounted parade to the polls.

Q: You’ve been at TelevisaUnivision’s for over 22 years now leading VotaConmigo, are you seeing a difference in voter energy this year?

Yes, there’s definitely been a noticeable shift this year. We’re seeing heightened engagement across our platforms, with more interest from the community in learning not only how to vote, but why their vote matters.
This year, we’ve also taken proactive steps to combat the growing issue of misinformation and disinformation, which disproportionately affects the Latino community. Through our prebunking education campaign, we’re educating voters on how to identify false information and avoid manipulation tactics. By providing our audience with the tools to critically evaluate the content they encounter, we’re ensuring they can make informed decisions.

And once the election is over, we’ll continue to invest our time, energy and dollars in programs directed at citizenship efforts across the country.

Q: What advice can you give to leaders in the Hispanic community about getting everyone out to vote? How can they help?

Teri Arvesu: My advice is simple: leverage your influence, no matter how big or small. Each of us is a macro and micro influencer—we all have the power to mobilize those around us, whether to employees, customers, in professional networks, families, or friendships. The more we talk about the importance of voting and the ease of participating, the more we motivate others to act.

Every voice matters, and each of us has the ability to amplify the importance of civic engagement. Share resources, tell your story, and use your platform to inspire action. Partner with campaigns like Vota Conmigo or other local initiatives to ensure that more people are educated, registered, and ready to vote.

It’s also critical to emphasize this: not voting is not an act of protest—it is a way to mute the importance of Hispanics. When we stay home, we give up the power to shape policies and leadership that directly affect our community. Voting is a way to ensure our voices are heard and counted.

Together, we can make a significant impact in ensuring that the Latino voice is not just heard but counted in every election.