'Vote Like a Madre' Urges Latina Moms to Battle Climate Change at the Ballot Box
How can Latina moms strike a resounding blow against climate change?
The film below, from the Latino Victory Project, Potential Energy Action Network and creative shop The Community, presents an over-the-top approach, as we watch four moms invade a pollution-spewing industrial plant, action-movie style, and shut down its operations. (They're conscientious enough to switch off the lights once the mission is complete.)
The video backs "Vote Like a Madre," a campaign asking Latina moms to make a "pinky swear" promise to their kids and vote on Nov. 3, supporting candidates pledged to combat climate change.
"We wanted to have a symbol that was powerful, easy to share and a bit of fun. And the pinky promise has all of that," Roger Baran, executive creative director at The Community, tells Muse. "For parents anywhere in the world, the pinky promise is a promise you don't break. It's this very powerful bond between parents and kids that parents use to teach their kids about responsibility and respect. So, when a mom pinky promises something, you can be sure it will get done."
Landia's Augustin Carbonere and Nico Kasakoff staged the film's invasion scenes—which take place in a child's imagination when her mom vows to fight climate change—at a working glass factory in Uruguay. For the exterior shots, smoke-belching pipes were added in post to make the plant appear more menacing. They also evoke a slightly surreal vibe in keeping with the fantasy scenario.
Latina moms including Jennifer Lopez, Salma Hayek and Zoe Saldana are supporting the push on YouTube and Instagram:
"Latina moms are very protective, very caring about family, and they'll do anything for their kids," Baran says. "Research shows they are very concerned, more than the average, about the environment, especially because they live in places where the effects of climate change are already taking place, like Florida, California, Texas and Arizona."
Even so, only about 34 percent of eligible Latina moms are registered to vote, and "we wanted to show them they do have a good reason to go out and make their choices," he says.
Launched as September began using the #votelikeamadre hashtag, the initiative has generated 37 million engagements so far—including likes, shares and comments—and 30,000 visits to its website.
CREDITS
The Community
Cristina Molla – Chief Idea Officer
Alda Picanço Baran – VP, Executive Creative Director
Elizabeth Mattar Reis – Executive Creative Director
Darlene Oliveira – Executive Creative Director
Silvia Regina da Gama – Associate Creative Director
Maria Lúcia Aguiar – Associate Creative Director
Lourdes Figueroa - Associate Creative Director
Alicia De Stefano - Associate Creative Director
Kathryn Grace – Junior Copywriter
Barbara Diaz - Senior Designer + Illustrator
Laurie Malaga – Head of Production
Coleen Parke – Executive Producer
Monique Beaupre – Associate Producer
Ana María Montero - President
Marci Miller –VP, Managing Director
Jessica Patino – Senior Brand Lead
Cynthia Perez – Brand Supervisor
Claudia Preston – Associate Strategy Director
Maryam Hosseini – Associate Connections Director
Natalie Greenman – Sr. Director of Business Affairs
Priscila Hourihan – Sr. Business Affairs Manager
Nadia Bowen – Idea Manager
Mariana Sokolowski – Creative Manager
Potential Energy Action Network
John Marshall – Chairman and CEO
Natalie Carey – Senior Campaign Manager
Casey Rand - Chief Creative Officer
Sara Justus – Executive Producer
42West – Susie Arons, Katie Schroeder, Julia Rossen
Horizon Media – Peggy McCann, Lindsay DeLeo, Alex Zazzera, Rachael Davidson
Latino Victory Project – Silvina Alarcon, Mayra Macais
Landia
Nico Kasakoff - Director
Agustin Carbonere - Director
Juan Taylor - Managing Partner EP
Julian Castro - Executive Producer
Diego Pavese - DP
Alejo Hoijman - Editor
The Makers Lab
Sr. Post Production Manager: Sharon Campos
VFX Artist – Zita Ramos
Barbara Nozari – Motion
Thomas Bolger – Director of Studio Operations
Hilda Barajas – Frontend Developer
Julio Pedroza – Sr. Business Analyst & Operations
Pietra Leone – Designer/Retoucher
Ana Herzfeld – Senior Designer
The Mill
Color: The Mill
Colorist: Nick Metcalf
Color Assist: David Franzo
Color Producer: Megan Rumph
Color Executive Producer: Rochelle Brown
