Latino Voters Helped Elect the People Cutting Their Healthcare. Here’s Why
Republicans are cutting Medicaid, and Latino communities will be hit the hardest. Here’s why they don’t see it coming, and how we can change that.
A few days ago, I watched this video by More Perfect Union. It left me both frustrated and unsurprised.
It featured Irma, a Latina woman who voted for Trump in 2024 because she opposes abortion and believes in “family values.”
Irma is on Medicaid because she has several chronic health issues, including type 1 diabetes. She is also a full-time caregiver for her daughter and sister, both of whom have severe medical conditions. Her entire family depends on Medicaid (called Medi-Cal in California) to survive.
And now she is praying that her healthcare doesn’t get taken away because Trump and Republicans are pushing for billions of dollars in Medicaid cuts, leaving millions of Americans vulnerable.
This isn’t just about Irma.
Across the country, millions of people who rely on Medicaid, including seniors, children, and people with disabilities, are now at risk of losing coverage because of the very politicians they voted for.
And here’s part of the problem. Many of them don’t even realize they’re on Medicaid.
I wrote a post about it that you can read below.
Why So Many Americans Don’t Know They’re Losing Medicaid
One of the biggest challenges in getting people to connect the dots is that Medicaid isn’t always called Medicaid.
🔹 In California, it’s called Medi-Cal
🔹 In Tennessee, it’s TennCare
🔹 In Massachusetts, it’s MassHealth
🔹 In New York, it’s NY Medicaid
The list goes on.
So when voters hear “Republicans are cutting Medicaid,” it often doesn’t register because they don’t think they have Medicaid.
Meanwhile, Republicans take full advantage of this confusion. They push misleading messages like, “We’re just cutting wasteful spending!” when in reality, they’re gutting the very programs that help families stay afloat.
A Dangerous Contradiction
This is why Irma’s story frustrates me so much.
She is a mother and a caregiver for family members with serious medical needs. Her ability to take care of them depends on access to affordable healthcare.
And yet, she voted for a man whose party is actively working to cut healthcare funding, forcing families like hers to struggle even more.
How does that add up?
What’s happening here isn’t unique. It is the result of a well-funded, highly organized messaging machine that tells voters like Irma a completely different story. One where Republicans are somehow the protectors of working families, even when their policies say otherwise.
Why Latino Voters Aren’t Getting the Message
I know a lot of people reading this care about reaching Latino voters. You’ve invested time, effort, and resources into it. But if you’re frustrated because what you’ve tried isn’t working, I want to offer some insight into what might be missing.
First. Latino voters are not necessarily hearing your message.
It is easy to assume that if something is true (“Republicans are cutting Medicaid!”), then people will know it is true. But information doesn’t spread evenly across communities.
I have spent years tracking how political messaging reaches Latinos, and I can tell you. Republicans are incredibly disciplined about speaking to Latino voters where they already are.
They are on Spanish-language radio, unchecked.
They are on YouTube, where Latinos spend roughly twice as much time as other demographic groups.
They are in WhatsApp and Telegram groups.
They are on Facebook, Twitch, and other small, trusted community spaces.
And they shape the narrative early so that by the time a Democrat runs an ad saying “Actually, we’re the ones protecting healthcare”, many voters have already internalized a different story.
And the Democratic response? Often, it is too little, too late, and in the wrong places.
It’s Not Just About Spanish. It’s About Connection
One of the biggest misconceptions about Latino voter outreach is that the only problem is a lack of Spanish-language content.
Yes, Spanish matters, especially for naturalized citizens who rely on Spanish news sources. But that is not the full picture.
🔹 Many Latino voters, especially younger ones, consume most of their news in English. They are scrolling Instagram, watching YouTube, or hearing from family and friends. If your message is only being pushed in Spanish-language media, you’re missing them entirely.
🔹 Trust matters more than language. A Latino voter might hear a political ad in perfect Spanish, but if it is coming from an unfamiliar source, it won’t mean as much as a message from a trusted community voice, even if it is in English. Or if it’s in Spanish but with an accent that sounds foreign, it won’t connect.
🔹 If the first time a campaign talks to Latino voters is in an election year, it is already too late. Right-wing disinformation is a constant presence. If progressives aren’t filling the space year-round, Republicans will, and they are.
So What Actually Works?
I know many of you are trying. You are running ads, hiring consultants, and printing materials. But if Latino outreach still feels like a mystery, let me give you some suggestions.
✅ Use bilingual outreach strategically. It is not just about translation, it is about connection. English-speaking Latinos need messaging that speaks directly to them, while Spanish-language content must be created by professionals who are fluent and culturally competent. Simply translating is not enough. The message needs to provide additional context.
For example, if you are talking about early voting, do not assume Spanish-speaking voters will immediately understand what that means. Many will not. Instead of just saying, “You can vote early,” explain that in the United States, elections happen over a period of time, not just on a single day. Clarify that voting early means casting a ballot in the days leading up to Election Day, not showing up at the polls at 8 AM.
This approach ensures that Latino voters, regardless of language preference, receive information that is clear, accessible, and culturally relevant.
✅ Challenge disinformation where it happens. Right-wing misinformation is not just appearing out of nowhere; it is being deliberately spread on Spanish-language radio, WhatsApp groups, and social media. Simply reacting to false claims is not enough. We need to be proactive in stopping disinformation before it takes hold.
One of the best ways to do this is through prebunking, which research shows is more effective than fact-checking after the damage is done. Prebunking works by teaching people to recognize and resist manipulation before they encounter it. The Digital Democracy Institute of the Americas (DDIA) has identified best practices for prebunking misinformation, including strategies tailored for Latino communities. Learn more about their recommendations here.
✅ Trust the people already doing the work. Community organizations and local media have deep relationships with Latino voters. Listen to them and invest in their expertise.
✅ Use the right language. If you are talking to voters in California, don’t just say “Medicaid.” Say Medi-Cal. If you are in Tennessee, call it TennCare. People connect to what they recognize.
✅ Ask how Latinos in a district actually get their information. It might be Spanish-language radio, WhatsApp groups, local influencers, or community networks. Invest time and resources there.
The Bottom Line
Millions of Americans, many of them Latino, depend on Medicaid, and they are about to lose it because of the politicians they voted for.
This isn’t about policies. Latino voters aren’t voting against their own interests. They are voting based on the information they have.
If we want a different outcome, we need to start doing outreach differently.
Because what is happening right now? It is not working.
Sylvia Salazar reminds us how many Latino votes for Trump were framed by relentless right-wing disinformation that floods both Spanish-language and English-language Latino-centric spaces.
A detailed and compassionate approach to pre-bunking the disinfo much earlier in the cycle.
Sylvia, I appreciate you and this is excellent but are any Latino political strategists reading your substack? How can this message get to where it will have the most impact?