New Polling From Everytown for Gun Safety, Latino Victory Project Shows Gun Safety Major Motivator For Latino Voters

Everytown Launching $1 Million Spanish-Language Paid Media Effort in Nevada

NEW YORK — Today, Everytown for Gun Safety Action Fund and Latino Victory Project released the results of a new bilingual survey conducted by Lake Research Partners. The survey of 900 Latino voters across Arizona, Colorado, and Nevada (300 per state) shows the power of gun safety as a persuasion and vote motivation tool. Key findings of the survey are below, and a full memo is available here.

Everytown for Gun Safety Action Fund and Victory Fund also announced today a new $1 million Spanish-language paid media effort focused on Nevada, as part of a broader strategy to appeal to Latino voters across the southwest, recognizing that Latinos must be treated as both mobilization and persuasion audiences.

“Latinos are disproportionately impacted by gun violence, so it’s no surprise that Latinos are also extremely motivated to vote for candidates who support common-sense gun safety laws,” said José Alfaro, Everytown’s Director of Latino Leadership & Community Engagement. “Everytown is committed to meeting voters where they are to make clear which candidates will fight to keep our communities safe and which and which are beholden to the gun lobby.”

“Latinos want their communities to be safe and they want to be able to send their children to school without fear. The poll results reflect Latino voters’ concerns about the gun violence epidemic—they overwhelmingly support gun violence prevention and want to support candidates who support gun safety laws,” said Yvonne Gutierrez, managing director of Latino Victory Project. “Latino voter support for gun violence prevention is a motivating factor not only to vote, but to support candidates who will fight for gun violence prevention laws. Latino Victory’s proud to join Everytown and Lake Research Partners in this poll on gun violence to better understand the Latino voter’s priority concerns in this election.” 

Latino communities have borne some of the heaviest burdens of gun violence across the country, not just in Uvalde this summer or El Paso three years ago, but through daily acts of gun violence that result in more than 4,100 Latinos being shot and killed in the United States every year. Key findings of the survey include:

• More than 60% of Latino voters in each state said they were concerned about themselves or someone they care about being a victim of gun violence — ranking even higher than concern about not having access to abortion care.
• Latino voters consistently support a Democratic candidate who wants to strengthen gun safety laws over a Republican candidate who opposes them by double digit margins — showing that reframing elections on gun safety can be a key part of success.
• Messaging on the specific candidates running for office in Arizona, Colorado, and Nevada that focused on the extreme gun positions of opponents consistently ranked among the top testing messages for Latino voters.

The Spanish-language ads launching this week in Nevada will run digitally across the state, including on YouTube, OTT/Streaming, and on other platforms. The advertisements will focus on how extremist candidates like Adam Laxalt and Sigal Chattah are putting our health and safety at risk with their dangerous positions on gun safety.

WATCH “PELIGROSA” (SPANISH) HERE. 

AD TRANSCRIPT “PELIGROSA” (SPANISH)

Sigal Chattah tiene ideas demasiadas peligrosas.

Ella se opone a que las mujeres hagan sus propias decisiones medicas y quiere prohibir el aborto hasta en casos de violaciones y el incesto.

También se opone a pólizas que nos protegen de la violencia con armas de fuego, facilitando que las personas peligrosas obtengan armas.

Sigal Chattah amenaza nuestra salud y seguridad. 

Chattah nos pone a todos en riesgo. 

AD TRANSCRIPT “PELIGROSA” (ENGLISH TRANSLATED)

Sigal Chattah has dangerous ideas.

She is opposed to women making their own medical decisions and wants abortion banned even in cases of rape and incest.

She is opposed to policies that protect us from gun violence, making it easier for dangerous people to obtain guns.

Sigal Chattah threatens our health and security.

Chattah puts us all at risk. 

WATCH “PITCHMAN” (SPANISH) HERE. 

AD TRANSCRIPT “PITCHMAN” (SPANISH)

Cuando los cabilderos de las armas necesitaron a un vendedor estrella…

que les ayudara a bloquear la verificación de antecedentes criminales en Nevada…

¿sabes a quién llamaron? Pues a Adam Laxalt.

Recibió más de un millón de dólares de los cabilderos…

y se presentó en anuncios pagados para oponerse a nuestra ley de verificación de antecedentes.

Trató de facilitar la portación de armas para los delincuentes violentos…

y hasta lo tildaron de “títere” de los cabilderos.

Cuando los cabilderos llaman a Adam Laxalt…

él siempre responde.

Y nosotros pagamos el precio en sangre.

AD TRANSCRIPT “PITCHMAN” (ENGLISH TRANSLATED)

When the gun lobby needed a pitchman to help them block criminal background checks in Nevada

You know who they called? Adam Laxalt. 

He got over a million dollars from the gun lobby

And starred in gun-lobby-funded ads to oppose our background check law. 

He tried to make it easy for violent criminals to carry guns.

And was even called a “wind up toy” for the gun lobby. 

When gun lobbyists call Adam Laxalt…. He always answers. 

While we’re left paying the price.