Color Of Change PAC, Community Change Action, Planned Parenthood Votes, Service Employees International Union Launch $30 Million “Win Justice” Campaign

During this moment of physical distancing, coalition rethinks how a range of organizing methods could have the greatest impact in elections this November

Partnership marks massive collaboration among leading progressive groups with a strong track record of turning out infrequent voters of color

WASHINGTON, D.C. – Today, a group of leading progressive organizations, including Color Of Change PAC, Community Change Action, Planned Parenthood Votes, and the Service Employees International Union (SEIU), launched a $30 million campaign, Win Justice, to expand the electorate by mobilizing at least three million voters of color, young people, women, and union supporters in four key battleground states: Florida, Minnesota, Nevada, and Wisconsin. As many states shift election dates, modify polling places, and move to mail-in ballots, Win Justice will make an investment that is large enough to directly impact election results in each state and work to make voting accessible while combating systemic voter suppression. Win Justice will be particularly focused on the impact of vote-by-mail on historically marginalized Black, Latino, and Asian American and Pacific Islander communities and will engage these voters so they exercise their right to vote.

As the COVID-19 pandemic continues to spread across the country and many face rising unemployment and lost wages, voters of color are at greatest risk of being disenfranchised, especially by Republican voter suppression efforts. The Win Justice campaign will adjust to this reality by combining digital tools with traditional methods to connect with these voters. In addition to in-person field organizing if health officials deem it safe, the campaign will engage more deeply with voters by mail and phone, sending personalized postcards, and holding one-on-one conversations. The campaign will also focus on innovative digital organizing tools and a robust paid media campaign to Get Out The Vote.

“By prioritizing people of color, women, and young people through sustained, thoughtful engagement, Win Justice has the potential to expand the realms of possibility in our politics. When these groups of people vote, they consistently vote for more progressive candidates and policies, such as climate justice, immigration, social justice, women’s rights,” said Rashad Robinson, Spokesperson for Color Of Change PAC. “We are excited to continue building on the success of Win Justice in 2018. Real and consistent efforts to incorporate these voters and their specific voices into policymaking and politics would not only make our communities more just and equitable, but also shift power to the people that are too often overlooked.”

“The Win Justice program is groundbreaking because it upends business-as-usual politics that deprioritizes low propensity voters of color or takes our vote for granted,” said Lorella Praeli, President of Community Change Action. “It’s never been more important than now during the coronavirus pandemic when we have to ensure voters of color remain civically engaged and exercise their right to vote. We see time and again that when you organize black, brown and immigrant voters in our communities, whether it is online or in-person, when you reach out to us about the issues we care about and when we hear from the people we know and trust, black, brown and immigrant voters will engage and vote. This program is not just about individual elections, but about reshaping the electorate to fundamentally shift the balance of power in this country and to engage — and turn out — voters that campaigns or parties may not otherwise reach.”

“There can be no justice until we elect champions who will fight for reproductive freedom,” said Jenny Lawson, Executive Director of Planned Parenthood Votes. “The stakes for abortion access and reproductive health care have never been so high, and sitting on the sidelines is simply not an option. Planned Parenthood Votes is proud to fight shoulder to shoulder with our allies in this movement. We need to reach the communities who have been targeted and silenced by this administration and the people in power — from voters of color, to immigrants, to young people, to women. Enough is enough: While our country’s health care needs continue to rise in the face of a global pandemic, it’s time for the politicians who attack our health care and our reproductive rights to lose their jobs.”

“Working people, whether on the frontlines of this public health crisis or struggling in this economic crisis, are more engaged in politics now than in any election in our lifetimes,” said Mary Kay Henry, International President of the Service Employees International Union. “Working people are making their voices heard loud and clear in this election that we must protect all workers – especially after being asked to risk their lives by going to work without protective equipment or hazard pay. Win Justice is about prioritizing deep engagement with Black, brown and Asian Pacific Islander voters. Workers and communities of color can’t afford to return to normal – we need to reject the inequality and economic pain that defines COVID but was present long before COVID. That’s what this election is about. Win Justice is the first step toward a better future where we rewrite the rules, rebuild the economy based on workers’ power and reinvest in communities.”

“Win Justice is committed to empowering voters, building power for our communities, and standing against the incompetent leadership that is putting the lives of so many at risk – especially now during the coronavirus pandemic,” said Melissa Morales, Florida State Director for Win Justice. “We built a successful campaign in the 2018 cycle that mobilized and engaged our communities and increased Democratic turnout. Our 2020 campaign will build on that success by expanding the electorate; engaging voters of color, working people, and women; and mobilizing enough voters to make a winning difference in these crucial battleground states.” 

This groundbreaking coalition of leading progressive organizations, each of which have a track record of running large scale voter turnout in these communities, will have a particular focus on infrequent voters of color, including young people and women. The $30 million Win Justice campaign will be multilingual and lean on trusted community messengers to mobilize voters, including a robust virtual organizing effort that includes phone, text, mail, and digital as well as paid advertising on TV, radio, and digital platforms.  

Thanks to the collaboration of the partner organizations and their unique expertise, Win Justice can connect and educate voters on immigrant, worker and reproductive rights, health care, economic, and racial justice issues. Utilizing powerful messengers with lived experiences, Win Justice will have an unmatched ability to organize communities, mobilize voters, and hold elected officials accountable. Win Justice can also hold elected officials accountable for incompetent leadership that puts the lives of millions of Americans at risk, including front line workers in Black, Latino, and Asian American and Pacific Islander communities. 

Unlike many other organizations that focus on persuading high frequency voters, Win Justice is focused on expanding the electorate to drive infrequent and new voters to the polls to fundamentally change the voices at the table and the outcome of the election. Rather than only doing a last minute “Get Out the Vote” push days before the election, Win Justice partner organizations are on the ground for the long haul, earning the trust of these communities, engaging partners on the ground, and driving toward grassroots victories — not just in November, but for years to come.

The Win Justice partnership builds on a successful collaboration in the 2018 cycle when Win Justice organizers and partners knocked on more than 3.4 million doors, achieved 80 million digital impressions, sent more than 2.1 million texts, and made more than 800,000 phone calls in Florida, Michigan, and Nevada combined, increasing Democratic turnout by one full percentage point. 

###

Color Of Change PAC is a Political Action Committee focused on building independent Black political power, amplifying Black voices, electing candidates who share our values, and holding them accountable to our communities. For more information on Color Of Change PAC, visit votingwhileblack.com.