We have been working with Jolt Action for a little over a year now. Initially, starting with a few internal videos, training their voter registrars how to correctly register voters in their counties, tackling a social media campaign aimed at the Texas Latino population taking part in the census, and announcing their political endorsement of Bernie Sanders. If you haven’t gathered yet, Jolt Action’s goal is to build a movement of Latinos across Texas and empower the state through political action. Check out our previous videos with Jolt in our portfolio section!

Their latest goal was to mobilize the Latino community in Texas to have their voices heard in the 2020 presidential election. Rather than endorse a particular candidate or use the issues to draw out voters, the goal was to get as many Latino voters out to vote as possible. Through initial talks, we came up with 4 goals and messages to build the videos around.

• Ensuring voters have the correct ID ready when going to the polls

• Finding your correct or nearest polling location

• Encouraging early voting

• Hammering home the final day to vote: Election Day, November 3rd

We also wanted to ensure our messaging was relevant to the across the wide range of people considered a part of the Latino community, taking into account age, background, social status, and gender. We wanted to be as inclusive and far reaching as possible.

Our first 2 videos, Polling Location and Voter ID, focused on a standard commercial style approach. These 2 spots used both cinematic visuals along with voice-over to tell the story. While the important information was given through VO, the visuals wanted to be fresh and exciting. Additionally, we also aimed to have our Voter ID have an emphasis on Latina representation and have that representation present across multiple generations.

For our last 2 videos were mainly about getting people out to vote and making both early voting and election dates known. As opposed to our previous two narrative/commercial styles, we wanted something a bit more authentic and boots on the ground. The idea of interviewing people on the street on their reasons for voting seemed like the most obvious way to create a powerful message, but also have the community speak for itself.

We spent a total of 2 days filming in 2 locations in the DFW area and captured dozens of responses. Each response was nuanced and interesting, though we could not include them all. We enjoyed being able to hear the voices of Latinos that varied, but unified in the message of voting.

Crafting a message that empowers a community and speaks to its audience is something we’re incredibly proud of. With Jolt Action, we were able to reach thousands of people through social media, receive countless engagements, and encourage real participation in their civic duties. Colectivo looks forward to creating more content that invigorates people to take action and be a part of change.