Issued October 15, 2024
In a major push to mobilize working-class communities and underscore the stakes of the upcoming election, SEIU is partnering with Future Forward (FF PAC) on a seven-figure ad campaign led by a powerful new ad titled Mi Padre. The advertising will reach millions of Latino working families in battleground states, telling the story of how the essential workers who keep the country running every day are supporting Kamala Harris's vision of the future. The ad campaign builds on SEIU and Future Forward’s commitment to reaching Latino voters through high-quality Spanish language content this cycle.
In Mi Padre, the audience meets an essential worker, Maria Mercado, from AZ who is also an SEIU member. Maria reflects on her father’s sacrifices and her own experience of exhausting, low-paying jobs without union protections that took her away from her family. The story captures her journey from a job that paid only $8.50 per hour to a union job that gave her the chance to support her family with dignity. Maria’s decision to vote for Vice President Kamala Harris underscores the ad’s central message: when families are together, they are strong. And when working people stand together, they have the power to elect leaders who will fight for them, not the rich and powerful.
“This ad is a wake-up call to every working family in America,” said April Verrett, president of the SEIU. “Maria’s story speaks for millions who want leaders who truly understand their struggles. Essential workers are the heart of our communities, and they deserve a future where their families can thrive. This campaign brings their voices to the forefront because we know the stakes of this election.”
“Latino families work hard for a living and they have earned a President who will work hard for them. That’s Kamala Harris,” said Chauncey McLean, President of FF PAC. “To reach the most important swing voters means communicating on the screens they watch and the languages they use. These families need to know that Vice-President Harris understands and shares their commitment to the working class, but Donald Trump is only devoted to his most rich and powerful friends.”
Launching in Arizona, Georgia, Nevada, and Pennsylvania, this campaign is part of SEIU’s largest-ever electoral investment, with $200 million committed to mobilizing 6 million voters of color. Targeted ads will run across a variety of platforms including YouTube, Univision, Unimas, Galavision, Roku, and Snapchat, making clear when working families vote, they can secure a future that works for them.
For interviews or more details on this campaign, please contact: seiumedia@seiu.org