Campaign Year: 2020
Focus: Urging Governor Gavin Newsom to Appoint California’s First Latino/a U.S. Senator
Overview
In 2020, following Kamala Harris’s election as Vice President, California faced a pivotal question: who would fill her vacated U.S. Senate seat? Despite Latinos comprising nearly 40% of the state’s population and playing a decisive role in the 2020 election, no Latino had ever represented California in the U.S. Senate in its 170-year history.
The Latino Community Foundation (LCF)—in coalition with the California Latino Legislative Caucus and a statewide network of civic, philanthropic, and community leaders—launched a high-profile PR campaign urging Governor Gavin Newsom to make history by appointing California’s first Latino or Latina U.S. Senator.
De Alba Communications led the public relations strategy, uplifting community voices, generating statewide media momentum, and framing the moral and political imperative for Latino representation.
The Challenge
Latinos have long been the foundation of California’s civic, cultural, and economic strength—yet remained excluded from the highest levels of national political leadership. The challenge was to transform this moment of political transition into a powerful movement: one that would command media attention, shift public perception, and influence the Governor’s decision.
The Strategy
The campaign launched with a powerful press conference at Cesar Chavez Plaza in Sacramento, where members of the California Latino Legislative Caucus stood beside bold signage reading:
“Governor Newsom: It’s Time to Appoint California’s First Latino or Latina U.S. Senator.”
This visual and symbolic kickoff set the tone for a series of five regional press conferences across California.
At the campaign’s core was a widely circulated open letter to Governor Newsom—signed by Latino leaders, organizers, entrepreneurs, and allies—calling for inclusive leadership that reflected the state’s demographics. The letter combined compelling civic and economic data with moral clarity—highlighting Latino contributions to the state and the disproportionate impact of COVID-19 on the community.
Media Execution
De Alba Communications led comprehensive media execution, including:
- Crafting and distributing bilingual press materials
- Securing interviews and op-eds featuring LCF leadership and diverse Latino advocates
- Coordinating with Spanish-language and ethnic press for cultural resonance
- Positioning the open letter as the campaign’s narrative centerpiece
- Driving consistent press coverage across geographic and media markets
The campaign secured extensive coverage in local, statewide, and national outlets, significantly amplifying public visibility and urgency.
Results
- Historic Appointment: On December 22, 2020, Governor Gavin Newsom appointed Alex Padilla as California’s first Latino U.S. Senator.
- Media & Message Impact: The open letter and regional press events shaped the news narrative and were cited across print, broadcast, and digital platforms.
- Movement Momentum: The campaign elevated Latino civic power and reset expectations for inclusive political representation.
- LCF’s Voice Amplified: The Latino Community Foundation solidified its standing as a trusted, influential force in California’s civic and philanthropic landscape.
Conclusion
This campaign demonstrated the transformative power of strategic, culturally rooted public relations to advance equity and drive systemic change. By centering Latino voices and values—and executing a disciplined, high-impact media strategy—De Alba Communications helped turn a long-standing exclusion into a milestone of progress.
This wasn’t just about filling a Senate seat—it was about claiming visibility, dignity, and rightful representation for the millions of Latinos who power California’s democracy and economy every day.