Culturally-Driven Mailers for Latino Voter Engagement | Equis Labs for LUCHA Arizona
Issue Area: Civic Engagement
Our Services: Creative Strategy, Design, Direct Mail Management
Neta Collab partnered with Equis Labs for LUCHA Arizona to develop a culturally-driven voter engagement campaign that reimagined traditional GOTV direct mail outreach through visual cultural storytelling and community-centered design.
Why is this campaign important?
Traditional direct mail outreach often fails to authentically connect with Latino communities. Equis Labs research shows that building lasting civic engagement requires materials that reflect community experiences, values, and culture while delivering clear, actionable information.
Magnet Design
Project Objectives
Design culturally resonant mailers that communities would want to keep and display
Create bilingual content that goes beyond simple translation
Integrate cultural touchstones like lotería cards and luchadores to build connection
Deliver clear voting information through engaging storytelling
Drive QR code engagement for deeper voter resources
To reach Latino voters in Arizona, we worked with Equis to develop and produce two cultural mailer tracks reaching 120,000 households.
Neta worked with Equis through every step of the process, from the concept, design, to managing local production.
Track One: Voces Latinas
We created a series of newspaper-style mailers that reimagined voter outreach through the powerful cultural symbol of the luchador.
Each piece wove together community stories, local business features, and cultural elements like family recipes with clear voting information.
This approach transformed traditional GOTV materials into a compelling community publication that families would want to read and save. By integrating authentic storytelling with practical voting guides and resources, we built a bridge between cultural pride and civic engagement.
Track Two: Edición Limitada
Drawing inspiration from lotería, a beloved game that brings Latino families together, we designed limited edition mailers that turned voter education into a cultural celebration.
The mailers featured custom artwork, interactive elements, unique envelopes, and collectible items like magnets and stickers that encouraged families to display the information in their homes.
The series honored Latino culture while making voting information accessible and engaging.
Through deep cultural storytelling and strategic design, our campaign reached 120,000 Arizona households with voter materials that communities would actually want to keep.
Our Team
The following Neta team members were part of our partnership with Equis Labs and LUCHA Arizona.
Alexis
Project Lead
Shei
Production & Spanish Translation
Erin
Production Management
Davis
Designer
Julia
Design Manager
Rose
Writer
Neta Collab is a marketing and creative agency for social impact.
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