In a strategic move geared toward winning the Latino vote in the upcoming 2025 Virginia gubernatorial election, Democrat Abigail Spanberger has launched her campaign’s first Spanish-language radio advertisement. This step signifies a keen awareness of the demographic’s growing influence and political mobilization. Former Congresswoman Spanberger’s advertisement, which debuted on Thursday, directly addresses concerns about the rising costs of living—a pressing issue that resonates deeply within the community. In her message, she states in Spanish, “I know what it’s like for families today. I got things done to lower costs. That’s what I’ll do as governor, too,” demonstrating her commitment to tackle these important issues if elected.
This outreach initiative is part of a larger effort by the Democratic Party to reclaim the Latino support which saw a significant shift towards the Republican side in the 2024 elections under President Trump’s leadership. During this period, Trump made notable advances with Latino voters, not only on a national scale but also in critical battleground states, significantly outpacing Vice President Kamala Harris among Latino men. The CBS News exit polls highlighted that the economy was the top issue for these voters, with many feeling they were financially worse off than they were four years earlier.
Further reflecting on Trump’s presidency, recent polls conducted during the first 100 days of his second term by Unidos US indicate a change in attitude among Latino voters. A mere 19% believe that the economy has improved since 2024. Looking forward, only 29% of Latino voters feel optimistic that the economic policies being implemented under Trump’s leadership will improve their personal financial situations. Moreover, 60% expressed that President Trump and congressional Republicans were not sufficiently addressing the high costs of daily essentials, pointing out a significant area of voter discontentment that Spanberger’s campaign aims to capitalize on.
A spokesperson from Spanberger’s campaign emphasized their strategy by stating, “She’s meeting Latino Virginians where they are — on the ground and in-language — and will continue connecting with and listening to Virginians in every community to emphasize her focus on lowering costs for families, keeping communities safe, and preparing the next generation of Virginians for success.” This underlines a comprehensive approach that not only addresses immediate economic concerns but also broader societal issues such as safety and education.
The significance of the Latino vote cannot be overstated, particularly in Virginia where Latinos comprise almost 11% of the population—a figure that is expected to rise—according to the Census Bureau. Democratic strategist Chuck Rocha pointed out that the Latino vote has shifted towards the Republicans by 18 points in recent cycles, highlighting the critical need for Democrats like Spanberger to reconnect with this pivotal electorate. Rocha further noted, “She’s starting early to build a narrative about what she’s going to do to make people’s lives better, and this affordability issue is the best place to be with Latinos right now.”
Spanberger has promised proactive efforts to reduce the costs related to healthcare, prescription drugs, housing, and energy, thereby addressing economic pain points that directly affect everyday Virginians. Her radio ad not only underscored these commitments but also criticized her opponent, GOP Lt. Gov. Winsome Earle-Sears, for her alignment with policies from the Trump administration, including proposals to dismantle the Department of Education. The ad claims, “Sears backs Trump’s cuts to education and healthcare, too. We need a governor who fights for Virginia, not Trump.”
Earle-Sears, on the other hand, has been campaigning heavily on her tenure alongside Virginia Gov. Glenn Youngkin and promises to continue his policies if elected. Her recent six-figure ad buy aims to cement her record and position Spanberger as a “Washington insider.” The ad harshly critiques Spanberger’s congressional voting record, claiming she “voted with Pelosi and Biden every single time,” and stressing that such “Beltway nonsense will only take us backwards.”
As Virginia is one of the only two states, alongside New Jersey, holding gubernatorial elections a year subsequent to the presidential elections, the race is often viewed as a bellwether for national sentiment and administration policies. In a CBS News interview in June, Spanberger articulated the significance of the election, stating, “This November, Virginia gets to be the first to the polls, along with our friends up in New Jersey, to be able to make clear what it is that we want in our state leadership.”
This gubernatorial race illustrates not just a contest for leadership but a broader struggle for the direction in which Virginians wish to see their state head, amid changing demographics, shifting political allegiances, and pressing economic realities. Both candidates are vigorously vying to sway a populace that is increasingly aware of its influence, making the coming months crucial for gaining support across diverse Virginia communities.
