Somos Votantes, a progressive organization, is launching a $6 million effort focused on Latino voter engagement in Texas, combining a $2 million statewide voter education campaign with a $4 million advertising initiative. The voter education component centers on direct outreach and registration activities, while the affiliated political committee, Somos PAC, plans to direct advertising spending toward three South Texas House districts currently held or strongly favored by Republicans.
The three targeted districts include the 15th District, where Republican Representative Monica De La Cruz faces Tejano music performer Bobby Pulido; the 23rd District, which became vacant following Republican Representative Tony Gonzalez’s resignation; and the 35th District, a newly configured seat created through recent redistricting efforts. According to the group’s leadership, these districts represent higher-risk targets compared to prominent national battlegrounds, but winning them could determine whether Democrats achieve a narrow House majority or expand their advantage significantly.
The initiative reflects broader Democratic concerns about erosion among Latino voters, who have historically supported the party. During the 2024 presidential election, Latino support for Republican Donald Trump increased to 43 percent nationally from 35 percent in 2020, a shift observers attributed to economic concerns. However, recent polling suggests presidential approval among Hispanic adults has declined since Trump took office, with an AP-NORC poll from June showing only 29 percent approval among Hispanic adults nationally.
Somos Votantes leadership argues that restoring Democratic support among Latino voters requires more than diminished enthusiasm for Trump. The group contends that Democratic candidates must offer affirmative economic arguments to mobilize this electorate, warning that disillusionment could lead voters to remain home rather than support either party. The effort comes as Texas Republicans, acting on pressure from Trump, redrew legislative districts in 2024 with the aim of gaining up to five Democratic House seats, betting that the long-term shift of working-class Hispanic voters toward Republicans would persist.
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