Latino/Spanish-Language Outreach Program for Barbara Lee for U.S. Senate
In the 2024 race for U.S. Senate in California, Brennand Consulting designed and executed a statewide Spanish-language phone program in support of Barbara Lee. As a statewide contest, the campaign required scale, but it also presented a clear strategic opportunity. We deployed a large team of bilingual phonebankers and focused specifically on Latino voters who are frequently under-contacted in traditional outreach programs. By aligning language capacity with voter universes that are often deprioritized, we filled a critical gap in the communications landscape.
We structured the program around barrier reduction and voter education. Many Latino voters encounter obstacles related to language access, including limited familiarity with English-language voter materials and uncertainty about vote-by-mail procedures, polling locations, or ballot deadlines.
Our team was trained to address these challenges directly by providing clear, culturally competent information in Spanish and ensuring voters understood how to participate with confidence. We targeted dense Latino voting populations across multiple counties, with particular emphasis on areas where Latino turnout had historically lagged. By concentrating resources geographically and tailoring messaging linguistically, we improved both engagement and persuasion outcomes.
Over the course of two months, we executed the program at significant scale. We completed more than 1.4 million dials statewide and generated 25,600 Yes IDs, 1,500 No IDs, and 8,100 Undecided IDs. The results demonstrate how a specialized, language-access-driven phone program can expand the electorate, improve voter confidence, and produce measurable identification gains in a large and diverse state like California.