Chicago Latino Caucus

As required by law, the City draws a new ward map once a decade to accurately reflect the population of the City and ensure fair representation. The City Council Latino Caucus wanted to lead the narrative around the remap and come out first with messaging and a plan.

Services

Political Campaigns, Earned Media, Messaging Strategy, Media Training, Coalition Work

THE CHALLENGE

Getting voters to understand why such a complex redistricting process matters and to build public support for the lines drawn by the Latino Caucus while contending with the media’s desire to make it a Black vs. Brown story.

THE SOLUTION

We developed a messaging strategy that focused on unity over racial divisiveness that gave us the credibility to dispel false narratives.

This included branding for the Latino Caucus’ “”People’s Coalition Map”” for broad appeal beyond Latino communities to encourage buy-in from all city council colleagues.

Over the course of the campaign, we conducted a large-scale, sustained earned media campaign in Spanish and English that included multiple spokespeople, regular dialogue with reporters, social media and rapid response.

THE IMPACT

Frequent press coverage in all of Chicago’s major Spanish and English news outlets like Univision and ABC7, and in national outlets like the Wall Street Journal. A majority of Latino Caucus members secured their preferred boundary lines on the redrawn map, ultimately strengthening Latino representation on City Council.