Digital Strategy: Building Latina Power | Florida Rising
Issue Area
Civic Engagement
Our Services
Creative
Ads
Strategy
Social Media
Digital Events
Neta Collab and Latinas en Marcha, an account run by Florida Rising, worked together to develop a refreshed account that deeply focused on amplifying important policies and political updates that affect Latinas in Florida and their communities.
Our work included coverage on abortion access, immigrant rights and justice, LGBTQ+ rights, endorsed candidates, GOTV, and more!
Why is this campaign important?
The amplification of vital policies and political updates affecting Latinas in Florida is crucial in the face of recent legislative actions that directly impact these communities. Florida has seen a surge in laws and policies that threaten the rights and well-being of Latinas, immigrants, and LGBTQ+ individuals:
Reproductive Rights: In 2023, Florida passed a six-week abortion ban, severely restricting access to reproductive healthcare for Latinas and all people in the state.
Immigrant Rights: The state has implemented stricter immigration laws, including requiring hospitals to collect data on patients' immigration status and invalidating out-of-state driver's licenses for undocumented individuals.
LGBTQ+ Rights: Florida has passed legislation like the "Don't Say Gay" law and restrictions on gender-affirming care, directly affecting LGBTQ+ Latinas and their families.
Voting Rights: Recent changes to voting laws in Florida have made it more challenging for some communities, including Latinas, to participate in the democratic process.
Project Objectives
Refresh and revitalize the Latinas en Marcha social media presence to increase engagement and reach within the target community.
Provide clear, accurate, and timely information on key policy issues affecting Latinas in Florida, including abortion access, immigrant rights, and LGBTQ+ rights.
Increase awareness and understanding of local political developments that impact Latina communities.
Amplify the voices and stories of Latinas in Florida to build community and solidarity.
Provide information on voting processes, endorsed candidates, and Get Out The Vote (GOTV) initiatives to encourage civic engagement.
Social Media Content
We developed ongoing content, including graphics, illustrations, and videos, for the Latinas en Marcha account.
Instagram Results
In our first 6 months of working together, we compared our analytics to the previous 6 months of analytics.
136.7%+
Increase in people reached
17.4%+
Increase in profile visits
30%+
Increase in new followers
GOTV Ad Results
We worked alongside Florida Rising to manage ad placements for the 2022 election across digital platforms. Including Meta, Google Ads, YouTube, and Snapchat.
3.3m
Ad impressions
189k
Website clicks
$0.20
Cost per click
Our Team
Neta’s team includes Latinos and Spanish speakers who were able to run the campaign while understanding the complexities of Latinas needs in Florida.
The following Neta team members were part of our partnership with Florida Rising.
Yazmin
Data & Reporting
Aida
Spanish-Language Content
Randy
Writing & Ads
Ambar
Project Lead & Strategy
Julia
Design
Neta Collab is a marketing and creative agency for nonprofits.
We prioritize culturally competent marketing that connects with your communities.
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