Chicanos Por La Causa

Chicanos Por La Causa (CPLC) was formed in 1969 to fight discrimination against the Mexican American community. In the Spring of 2022, the organization approached Torres Multicultural with the desire to create a campaign intended to motivate low-propensity Gen Z and Millennial Latino voters in Arizona to make a big turnout for the midterm elections. Using the results gathered from extensive focus group research sessions, conducted internally, we were able to create and implement a multimillion-dollar campaign resulting in a 3x greater-than-expected ROI. The campaign was very robust, consisting of social ads (paid and organic), digital ads and website creation, TV and radio spots, OOH, promo items, community outreach efforts, and viral content creation.