Ya es hora Kicks off “Libera tu voz” Campaign to Encourage Voter Registration among Latinos

Leading Hispanic Organizations join Univision in Multi-layered Initiative to Increase Latino Voter Registration across the United States

NEW YORK--(BUSINESS WIRE)--Univision Communications Inc., the leading media company serving Hispanic America, in collaboration with the Ya es hora coalition today announced its first-ever bilingual civic engagement campaign for voter registration “Libera tu voz” (Unleash your voice). The initiative aims to engage all Latinos eligible to vote in the United States to register and participate in the upcoming elections.

“That being said, there is still more work to be done to encourage Hispanics to get out and vote on election day and we are honored to once again participate in the Ya es hora campaign to further promote this important message.”

“Libera tu voz” stems from research showing that in the 2008 election, 85 percent of Latinos who registered actually voted – a record 9.7 million. However, only 57 percent of eligible Hispanics had registered to vote in the years and months leading up to the election. The 2012 election cycle presents a tremendous opportunity for the Latino community to close the participation gap and ensure its voice is fully heard.

“The Latino vote will be a decisive factor in the 2012 elections, as the Hispanic community continues to impact the socio-economic, political and demographic future of our nation,” said Cesar Conde, president of Univision Networks. “In 2008 and 2010, millions of Latinos registered, voted and made a difference. This underscores the importance of mobilizing our community to take even greater action. With the help of our partners, the Ya es hora coalition, these efforts will significantly affect the course of this election and the Hispanic vote thereafter.”

The campaign is designed to educate the Hispanic community on the importance of its role in the upcoming election and encourage voters to register and make a difference. As part of the initiative, Univision will have comprehensive coverage and launch interactive extensions on liberatuvoz.com including an animated voter registration tutorial that will be available in key states as well as an interactive map featuring informational events. The network will also premiere a national multi-phase public service announcements (PSA) campaign that kicks off with an awareness phase, enticing people to make their own decisions. Subsequent phases will serve as a call-to-action to register and go out and vote. The call-to-action PSAs will feature leading Univision personalities and Hispanic celebrities.

“Full participation of the Latino community in the political process is essential to the vitality of our democracy, and the future of this great nation,” said Arturo Vargas, executive director of the NALEO Educational Fund. “Despite progress, much work remains to ensure all Latino voices are heard in the upcoming election, and we are proud to stand alongside our longtime partners in that effort.”

“Latino voters will be a critical factor in 2012,” said Janet Murguía, president and CEO of the National Council of La Raza, the largest national Hispanic civil rights organization in the country. “There is a lot at stake for our community and the issues we most care about, including the economy, immigration, education, and health care. Through NCLR's ongoing work to grow the number of Latino voters and advocates, we hope to see both parties meaningfully reach out to Latino voters and work to advance real solutions to the nation’s most pressing challenges. NCLR is proud to have its Mobilize to Vote campaign contribute to the Ya es hora partnership and goal of expanding the Latino electorate and strengthen our nation’s democracy.”

“We have seen an increasing demand from Entravision’s television, radio and digital audiences for an infusion of political content, a clear demonstration that the growing Hispanic population is engaged and understands the vital role they will play in the upcoming election,” said Walter F. Ulloa, chairman and chief executive officer of Entravision Communications Corporation. “That being said, there is still more work to be done to encourage Hispanics to get out and vote on election day and we are honored to once again participate in the Ya es hora campaign to further promote this important message.”

“Mi Familia Vota Education Fund is deeply committed to Latino civic engagement and we are proud to be part of the Ya es hora ‘Libera tu voz’ campaign,” said Ben Monterroso, executive director for Mi Familia Vota Education Fund. “We are living in a time of opportunity, and that opportunity lies on each of our shoulders. We understand that in order to ensure that the voice of the Latino community is heard in our democratic process, we need to come together and work tirelessly to mobilize the Latino vote to the ballot box– and that is exactly what we plan on doing”.

“We are proud of our partnership with the Ya es hora ‘Libera tu voz’ campaign as Impremedia has a long term commitment to empowering voters and mobilizing our community so that our participation is felt for generations to come,” said Rossana Rosado, vice president of External Relations, Impremedia.

Maximizing Univision’s reach to millions of households across the country, the network will also deploy efforts for the Ya es hora “Libera tu voz” campaign via national and local programming, radio, online, mobile and social media platforms. Furthermore, grassroots workshops and forums hosted by Univision’s local stations, in partnership with members of the Ya es hora coalition, will give the Hispanic community access to unparalleled information in more than 20 markets.

To further move the needle among the highly coveted 18-24 Hispanic demographic, the first-ever bilingual “Libera tu voz” campaign will engage young voters via provoking messages to incite them to join the movement, register, vote and decide the nation’s political future. In today’s new American reality, the bi-cultural Latino generation will account for 52 percent* of swing votes and serve as “activators,” encouraging their families and friends to get out and vote as well.

Univision’s “Libera tu voz” campaign is a continuation of the Company’s historic efforts toward increased Latino civic participation. The initiative is led in a joint effort between Univision and national Latino organizations, including the NALEO Educational Fund, Mi Familia Vota Education Fund, the National Council of La Raza, ImpreMedia and Entravision Communications Corporation.

For information on this election cycle, registration and voting you can visit liberatuvoz.com online and on mobile, call 888-Ve-Y-Vota/888-839-8682 or text VOTE to 62571. The community can also engage via social media through facebook.com/yaeshora.eng and following @yaeshora2012 on Twitter, as well as access locations and events with resources and information on foursquare.com/Univision.

*According to a survey of 1500 likely 2012 Latino voters, jointly conducted by The Mellman Group and The Tarrance group

Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. Its assets include Univision Network, one of the top five networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country reaching 96% of U.S. Hispanic households; TeleFutura Network, a general-interest Spanish-language broadcast television network reaching 88% of U.S. Hispanic households; Univision Cable Networks, including Galavisión, the country’s leading Spanish-language cable network, as well as Univision tlnovelas, a new 24-hour cable network dedicated to novelas, Univision Deportes Network, a new 24-hour cable network dedicated to sports and a suite of six cable offerings - De Película, De Película Clásico, Bandamax, Ritmoson, Telehit and Clásico TV; Univision Studios, which produces and co-produces reality shows, dramatic series and other programming formats for the Company’s platforms; Univision Television Group, which owns and/or operates 62 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Hispanic radio group which owns and/or operates 69 radio stations in 16 of the top 25 U.S. Hispanic markets and Puerto Rico; Univision Interactive Media, a network of national and local online and mobile sites including Univision.com, which continues to be the #1 most-visited Spanish-language website among U.S. online Hispanics, Univision Móvil, a longstanding industry-leader with unique, relevant mobile products and services, and Univision Partner Group, a specialized advertising and publisher network. Headquartered in New York City, UCI has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visit www.univision.net.

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