Progressive organizers are launching a new $1.4 million digital and field campaign to re-engage Latino voters, focusing on economic struggles and President Donald Trump’s plans for mass deportations. The Valiente Action Fund, backed by the progressive donor network Way to Win, is targeting voters in Arizona, Georgia, Nevada, New Jersey, North Carolina, and Texas.
The campaign aims to highlight how Trump’s economic promises have fallen short while warning that his immigration tactics have grown more extreme. Tory Gavito, president of Way to Win, said the effort is meant to speak to Latinos in their full experience, especially about housing and rising costs. In New Jersey, ads link Trump’s endorsement of Republican Jack Ciattarelli to anti-immigrant policies, while in Nevada, organizers are targeting GOP Governor Joe Lombardo over his record on tenant protections.
Nationally, Hispanic voters shifted significantly toward Trump in the last election. Forty-three percent of Hispanic voters supported Trump, up from 35% in 2020. The biggest gains came in Texas and Florida, with smaller shifts in New Jersey, New York, and Arizona. The question remains: can this new campaign truly win Latino voters back?
