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P.O.W.E.R. (Persuade. Organize. Welcome. Educate. Reach.) The People is an historic eight-figure investment focused on persuading and mobilizing AANHPI, Black, and Latino voters
The DCCC is announcing P.O.W.E.R. The People, an eight-figure investment to persuade and mobilize AANHPI, Black, and Latino communities who are an essential part of the coalition Democrats need to take back the House.
The DCCC’s effort to meaningfully engage communities of color will include investments in: research and polling; paid media (print, radio, mail, TV and digital); in-district organizing; voter protection and education; and pushing back against dis and misinformation aimed at confusing, distracting, and dividing voters of color, especially online.
DCCC Chair Suzan DelBene issued the following statement about the historic investment:
“Democrats are committed to bringing responsible governance back to the House so that we can continue the important work of lowering costs, protecting and expanding health care, and delivering for our constituents. We know that voters of color are critical to Democrats’ coalition and the DCCC’s investments highlight our commitment to continuously engaging with communities of color on issues they care about.”
DCCC Deputy Executive Director for Campaigns, Missayr Boker:
“P.O.W.E.R. The People honors our commitment to the multiethnic coalition that our fragile democracy depends on. By intentionally prioritizing sustained outreach to these communities, we are marrying our moral and strategic imperatives to ensure Democrats win back the House. While extremist Republicans continue to lie, cheat and suppress the vote of people of color in order to win elections, Democrats understand that democracy is strengthened when everyone’s voice is heard.”
DCCC National Engagement Director, Mariafernanda “Marifer” Zacarias:
“The DCCC is making an historic investment to persuade and engage voters of color who are critical for Democrats’ path to taking back the House. We know how important it is to have ongoing culturally inclusive and resonate outreach with voters of color including in TV, digital, print, mail, and radio, through in-district organizing staff, and informed by in-depth research and polling. P.O.W.E.R. The People builds on the DCCC’s prior cycles of engagement with communities of color to tell the story of how Democrats are delivering for working people, and the danger Republicans pose to our fundamental rights.”
Additional Background:
The P.O.W.E.R. The People program includes:
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In-depth research and polling to better understand the issues of importance to communities of color. The combination of qualitative and quantitative research will enable us to better connect with AANHPI, Black, and Latino communities and address their priorities in a nuanced and informed way. This will include undertaking our first ever media consumption research project to ensure that we are smartly reaching people where and when they consume information.
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Culturally competent and resonant paid media aimed at persuading and mobilizing voters of color through compelling creative and localized messaging across mediums, with a focus on the platforms they are most responsive to, and in their language of choice, including English, Korean, Mandarin, Spanish, Spanglish, and Vietnamese.
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In-district organizing working with local leaders and members of the community to drive outreach and engagement focused on voter registration, community events, and building relationships with grassroots leaders and national organizations.
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Voter protection and education to ensure communities of color understand changes in voting laws intentionally and unintentionally designed to create barriers to the ballot box, inform them about their options for casting a ballot, and build trust in the practice of voting by mail where it is appropriate.
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Tracking and countering disinformation spread through social and traditional media aimed at dissuading people of color from voting while also developing strategies to combat salient dis and misinformation through an online information hub called “In It Together.” “In It Together” is an expansion of last cycle’s Juntos, and will provide engaging content and resources that can be easily shared with friends, family, and community members to push back against false narratives and tout key accomplishments from House Democrats. The hub includes content focused on core priorities including lowering costs for working people, increasing access and reducing costs associated with health care, keeping our communities safe, and much more.
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In It Together will consist of culturally competent, easily shareable content in English, Hindi, Korean, Mandarin, Spanish, Tagalog, and Vietnamese.
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