Equis’ Latino Playbook: Main Character Energy
Organizations traditionally measure success by how well they reach and move groups defined by demography or behavior. But true audiences define themselves by choosing the same cultural spaces, stories, and characters. Building an effective audience strategy requires understanding not just audiences’ demographics, but their cultures: the TV, games, music, film, and more that people regularly engage with.
Equis is working to create a better understanding of Latinos and innovate new approaches to reach and engage them. In this research, Harmony Labs collaborated with Equis to inform the strategy of storytellers, organizers, and creatives by identifying the key characters in media who embody and connect with the many identities of Latinos.
Harmony Labs used a combination of media consumption data and survey responses to construct 5 audiences that are key to building narrative power for Latinos in the United States. You can read the full report here and find some key takeaways summarized at Harmony Labs.
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We work toward a more sophisticated understanding of the experiences, issue preferences, and political identities of Latino and Hispanic voters.
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Battleground Poll - August 2024 (Toplines)
Equis' Latino Playbook
The Playbook is a collection of Latino-specific research, insights, and best practices, completed in advance of the 2024 presidential election. We made this guide with practitioners in mind - particularly those leading strategy and execution of Latino paid media and voter contact programs.
Stay in the loop with Equis
Equis is a set of organizations working to create a better understanding of Latinos, innovate new approaches to reach and engage them, and invest in the leadership and infrastructure for long-term change and increased engagement.