National progressive political organization targets Latinos in Texas

Illustration: Shoshana Gordon/Axios

Determined to mobilize Latinos, a national progressive political organization enters the Texas fray.

Driving the news: Mijente organizers tell Axios they plan to spend up to $1.2 million in Texas in the coming months as part of their “Fuera Abbott” campaign.

  • The money will primarily be used to pay for door-to-door and fieldwork in South Texas aimed at ousting the governor.

Why is this important: The Texas governor’s race, pitting two master fundraisers against incumbent Greg Abbott and Democrat Beto O’Rourke, is shaping up to be the most expensive in the country — and voter mobilization in traditionally low turnout areas of the state could swing the race.

The plot: Democratic Congressional Campaign Committee ads intended to target potential Latino voters have been criticized as condescending and out of touch.

  • Meanwhile, Republicans made a formidable bid to woo voters — and Abbott vowed he would win at least half of Texas’ Hispanic vote.
  • In June, Republicans flipped a U.S. House seat from South Texas.

What they say : “We want to push back against the recruitment of Latinos by the right,” Mijente political director Tania Unzueta told Axios.

  • Unzueta highlights the organization’s activity in Georgia ahead of the 2021 election runoff, in which Mijente sent more than 376,000 text messages to voters as part of his “Georgia con Ganas” campaign.

The context: For years, Democrats have tried, with limited success, to drive South Texas voters to the polls they deemed sympathetic to their message.

  • “There has been a lack of consistent investment in Texas,” Unzueta said. “We hope that will change now as people pay more attention to it. What we keep hearing is that no one is knocking on doors now except Republicans.”

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