MFV & National Latino Leaders Tell Trump: Latino Voters Will Stop His Votes their votes to stop his "Trumpadas"

The multi-state announcement of #VoteNoTrumpadas is intended to mobilize Latino voters by dramatizing Trump's attacks on the Latino community.

Audio recording of the press conference: "Mi Familia Vota Contra las Trumpadas".

WASHINGTON, DC - Mi Familia Vota and Latino community leaders on Thursday launched the #VoteNoTrumpadas " media campaign, which features a dramatization of President Trump's attacks on the Latino community, which have been repeated by his supporters, including members of Congress. "Trumpada" is a play on the Spanish word "trompada," which means slap or punch in the face.

The cable TV ad premiered during CNN's "Fox and Friends," "Morning Joe" and "New Day," and will continue to air nationally, in key Latino markets on Spanish and English-language television and radio, and will also be promoted on social media. The ad conveys Trump's own words attacking Latino and immigrant communities and how they have been perceived by Latino voters. But the message is to stop the attacks by voting on Nov. 6.

"By reminding Latino voters what Trump has said about us, our families, our friends and co-workers, we are actually saying, YA NO MORE. We must stop him, not with hate speech or violence, but with our votes," said Ben Monterroso, executive director of Mi Familia Vota, during a press call with Latino leaders to launch the "#VoteNoTrumpadas" ad.

Joining the press conference were: ad creator and Hispanic media consultant Cesar Martinez, president of Mas Consulting, who has worked on five GOP presidential campaigns; Angelica Salas, board chair of CHIRLA Action Fund; and Blanca Flor Guillen-Woods, senior analyst and evaluation specialist at Latino Decisions.

"Trump's policies have hurt us every day," Salas said. "His immigration rhetoric is shameful and disrespectful, but his policies are cruel and merciless. Children are detained in cages and prisons, parents are deported, even after living here for decades, and youth and seniors are targeted by stripping them of DACA or TPS protections. Mothers mourn and children cry for justice. Trump responds with only more attacks," Salas added.

"Of course no one was hurt during the production of this ad; we simulated the slaps in slow motion. But millions of Hispanic Americans have been truly hurt by Trump's Trumpadas. This ad reflects how we feel about his Trumpadas and his actions, but not only that, we also show that we have the solution to stop him: by voting. Simply put, we say, '#VoteNoTrumpadas,'" Martinez said.

The "Trumpadas" ad is grounded in deep cultural references and was tested by Latino Decisions, a national research and polling firm, in focus groups to gauge audience reactions. The goal of the ad is to motivate Latinos to vote.

"Our evidence indicates that the most powerful aspects of the ad are seeing Latinos take control by stopping Trump's attacks and calling for action, getting out and voting. After watching the ad, 80 percent of participants said they would vote this year," said Guillen-Woods of Latino Decisions.