A left-leaning political group has announced a $6 million investment in Texas, aiming to re-engage Latino voters who have shown a growing affinity for Republicans. The initiative, led by Somos Votantes, seeks to bolster Democratic chances in key congressional districts during the upcoming midterm elections.
The organization has launched a $2 million voter education and registration drive, emphasizing door-to-door outreach. Concurrently, its affiliated political committee, Somos PAC, is preparing a $4 million advertising campaign specifically targeting three South Texas House districts. The aim is to convert voter concerns about the economy into support for Democratic candidates in districts that have recently leaned Republican.
"We’re really hoping that we can reconsolidate support for Democrats by presenting the positive economic vision that Democratic candidates in these House districts have," said Melissa Morales, founder of Somos Votantes.
Texas is considered a battleground for control of the U.S. House, and regaining support from Hispanic voters, who shifted towards former President Donald Trump in recent elections, is seen as vital for Democratic success in the state. Republicans in the Texas Legislature redrew district boundaries in 2024 with the intention of capitalizing on this trend, potentially gaining as many as five Democratic-held House seats.
Somos PAC is focusing its advertising efforts on the 15th, 23rd, and 35th congressional districts. The 15th District features Republican Rep. Monica De La Cruz against Tejano music star Bobby Pulido. The 23rd District is currently vacant following the resignation of Republican Rep. Tony Gonzalez. The 35th District is largely a new creation from the recent redistricting process. These districts were chosen because they represent opportunities to make significant gains beyond the top-tier national battlegrounds.
"If we’re going to get to that 20 [seat majority], we’re going to have to start investing in some of these more reach districts, and we’re going to have to do it early," Morales stated.
Historically, Latino voters have leaned Democratic, but a significant shift occurred in 2024. While a majority still supported Democratic presidential candidates, Trump saw a notable increase in support, with 43% of Latino voters nationally voting for him, up from 35% in 2020. This shift has been partly attributed to economic concerns among voters. However, national polling indicates a decline in overall approval for Trump among Hispanic adults since the beginning of his term.
Morales emphasized that regaining faith in the president is not enough; voters need compelling reasons to support Democrats. "We risk people staying home because they’re disillusioned about everything," she said, highlighting the campaign's goal to provide that motivation.