--- title: Latino Voters Could Help Determine the Winner of Georgia's Senate Runoffs description: Latino voters could be decisive in Georgia's Jan. 5 elections, which will determine control of the U.S. Senate canonical: https://time.com/5925332/latino-voters-georgia/ author: Mariah Espada article:opinion: false article:content_tier: free article:published_time: 2020-12-29T21:55:57.000Z article:modified_time: 2026-02-24T09:33:56.587Z article:section: Politics og:title: Latino Voters Could Help Determine the Winner of Georgia's Senate Runoffs og:description: Latino voters could be decisive in Georgia's Jan. 5 elections, which will determine control of the U.S. Senate og:url: https://time.com/5925332/latino-voters-georgia/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt3f489e51ca99e4c1/698a15ab656a3f2de2bdad96/latino-voter-georgia-senate.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 2400 og:image:height: 1350 og:image:alt: latino-voter-georgia-senate og:type: article twitter:card: summary_large_image twitter:title: Latino Voters Could Help Determine the Winner of Georgia's Senate Runoffs twitter:description: Latino voters could be decisive in Georgia's Jan. 5 elections, which will determine control of the U.S. Senate twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt3f489e51ca99e4c1/698a15ab656a3f2de2bdad96/latino-voter-georgia-senate.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # Latino Voters Could Help Determine the Winner of Georgia's Senate Runoffs > Sponsored content. 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Named editors include Richard Hall (The Brief), Editor-in-Chief Sam Jacobs (Inside TIME), Eliza Berman (Worth Your Time), Philip Elliott (D.C. Brief), Justin Worland (Future Proof) and Harry Booth (In the Loop). Health Matters is written by TIME's health desk. #### How do I sign up for a TIME newsletter? Go to time.com/newsletters, choose the newsletters you want and enter your email address. There is no cost and no subscription requirement. ### Sources * TIME Newsletters: [time.com/newsletters](/c/time-nl-network-2026q3/newsletters?i=cb748624-3763-482a-9ad3-5b128e009732&cr=time-nl-network-2026q3-v1) ## Video: Watch: Here’s How an Atlanta Suburb is Navigating the Country’s Divisiveness [Watch (HLS stream): Watch: Here’s How an Atlanta Suburb is Navigating the Country’s Divisiveness](https://cdn.jwplayer.com/manifests/NhUwlmXr.m3u8) (11:00)  _Published 2020-12-23. In the town of Norcross, the changing demographic data only tells a portion of the story_  by [Mariah Espada](https://time.com/author/mariah-espada/)  ## Mariah Espada Dec 29, 2020 9:55 PM UTC  Attendees hold signs during a campaign event for Democratic Senate candidate Jon Ossoff in Lilburn, Georgia, on Dec. 7\. R Attendees hold signs during a campaign event for Democratic Senate candidate Jon Ossoff in Lilburn, Georgia, on Dec. 7\. R Elijah Nouvelage—Bloomberg/Getty Images  by [Mariah Espada](https://time.com/author/mariah-espada/)  ## Mariah Espada Dec 29, 2020 9:55 PM UTC Michelle Zuluaga voted for the first time in the 2012 presidential election, in her home state of Georgia. A first-generation Colombian whose parents and brother were deported nearly 15 years ago, she was the only person in her immediate family who was able to cast a ballot. Now, at 28, she is playing a key role in mobilizing Latino voters ahead of the Jan. 5 runoff elections in Georgia that will determine control of the U.S. Senate. “I never grew up seeing my parents being civically active, because they couldn’t,” says Zuluaga, a civic participation manager at the Latino Community Fund (LCF) Georgia, which joined with other groups to launch a non-partisan voter initiative, Latinos for Democracy. “I want our Latino community to understand the power of civic engagement and the power of their vote.” Latino voters could be decisive in Georgia’s Jan. 5 runoffs, which are being held because no candidate for either of the state’s two Senate seats cleared 50% in the November elections. According to U.S. Census Bureau data, Georgia’s Hispanic population grew 96% between 2000 and 2010\. The state currently has nearly 1 million Latino residents, including hundreds of thousands of young first-generation Latinos like Zuluaga. AP’s Votecast survey found that of Georgia’s 5 million voters in November, 3% were Latino and 60% voted for President-elect Joe Biden. To reach these voters, LCF Georgia, based in Atlanta, has partnered with a coalition of other Latino-led organizations to contact nearly 500,000 Latinos in the area via text banks, mailers and literature drop offs. The four candidates in the runoffs—Republican incumbents Senators Kelly Loeffler and David Perdue and Democratic challengers Rev. Raphael Warnock and Jon Ossoff—understand the Latino vote could be critical. All are ramping up spending on[ Spanish-language TV and radio advertisements](https://www.newsweek.com/georgia-senate-candidates-scramble-ramp-ads-spanish-reach-latino-voters-1554183). Loeffler and Perdue have tried to attract Latino voters by pitching themselves as best positioned to strengthen the economy, while Warnock and Ossoff have stressed their plans for immigration policy and COVID-19 relief. With huge numbers of young Latinos aging into the political process, organizations like Voto Latino, the nation’s largest Latino voter-registration group, have been working overtime to engage Latino youth across the U.S. They’ve registered over 600,000 individual Latinos this year—36,000 of them from Georgia, a state Biden won by just over 12,000 votes. Since November, Voto Latino has partnered with Fair Fight, La Borinquena and former Democratic legislator and voting-rights activist Stacey Abrams to get more Georgians registered, as well as get those that went to the ballot box in November to show up again at the start of the new year. “We recognize that our Latino community has particular needs that oftentimes go unnoticed,” says Maria Teresa Kumar, President and CEO of Voto Latino. “Young Latinos are expected to navigate America for their families, but they don’t always have access to information. We want Latinos to be a partner in democracy and at the table.” Getting people to the polls twice in roughly two months is no easy feat. Kumar says the biggest challenge is getting young Latino communities to understand why voting for the Senate is just as important as voting for the presidency. The organization has emphasized that the Biden Administration’s ability to deliver on issues like student-debt relief, climate change and immigration reform hinges partly on the Senate contests. While initiatives like LCF and Voto Latino work to fire up the Latino base, obstacles to the ballot box remain. Language is one barrier, particularly for many older, Spanish-speaking Latino immigrants in the state. Of Georgia’s 159 counties, only Gwinnett County in suburban Atlanta, which has one of the largest Latino populations in the state, has a mandate to make voting materials available in Spanish. It doesn’t help that Latinos in Georgia, including many Cubans and Venezuelans who fear the communism and socialism their families fled, have also been subject to [election misinformation](https://time.com/5917732/georgia-election-disinformation/) over the years. Now Latino voters may play a role in determining the winner of a crucial Georgia election for the second time in less than three months. “\[Of my family\] I was the only one born here, so I was the girl with a golden ticket,” says Zuluaga of LCF Georgia. “I just want to make the most of my golden ticket and have others understand the power of theirs.” ## Transcript Kind: captions Language: en Hello! Anybody home? Hi my name is Marvin. I'm the incoming state representative for the area. We were just talking to people about voting today. Well this next house has likely republicans. I'm running for the Georgia general assembly. The next one is 4 7 30. Hi there well my name is Marvin I'm the incoming state rep. Marvin, Marvin here take take a picture with your neighborhood. No please don't. This is so self-promotional, I hate this. Don't misrepresent. It is my first time running for office. I don't think they're gonna be home. Sorry which one do I leave? Did I do that incorrect or was that good? I wanted to listen first and by listening I thought I could actually figure out what people's immediate needs are and I felt that by doing that I could actually also increase voter turnout. All eyes are on Georgia. Georgia. Georgia has voted republican in eight of the last nine presidential elections changing demographics is turning the state purple. I am living in Norcross, Georgia. It is a suburb in the metro Atlanta area. Norcross has changed a lot over the past decade. It's certainly become more diverse and it's in Gwinnett county which is one of the most diverse counties not only in Georgia but also in the United States. The presbyterian church in America, it's mostly white and I will say mostly republican. Lately, the last couple years have seen changes even in my denomination, good changes, a diversity of opinions. But here in the states to some extent we are blessed and we need to have the question why. I'm originally from Mexico. I didn't want to come. I have a deep pride of being Mexican. When I came I had an H-1B visa which is a visa for technology workers. When I learned about the situation with abortion that's the reason I become a U.S. citizen. I saw citizenship as another pool to really show my engagement and my desire to help. Our churches split pretty sharply maybe 50 and 50 percent conservative, 50 percent more liberal. One of the best things about my church is that our pastor and elders really want people to have meaningful conversations even when there are things that we disagree on. Well I tell you like right now I think I'm kind of coming out of the closet. I did vote for Donald Trump in 2016. It was a tough decision. Over the past few years I've been increasingly disillusioned with the republican party and so that's pushed me more towards the left. So this is really my first time actually saying it out loud. I'm very conservative. I'm a Christian, I'm a writer and I would say also that I'm a Democrat. I wouldn't have said that four years ago but that's what I would say now. I fear what will happen if they get control of both houses. This country will be changed radically and quickly. Our god we are thankful for... We have the the Democrats who are fighting for a path to citizenship and that term just drive the republicans crazy and like no we don't want that and the people that I talk to there they say I don't care about being a citizen right now. I just want the freedom to go to Walmart without the fear of ending up in jail and then deported. Georgia State District Representative Marvin Lim I want to first find out from you Marvin what actually made you run? I was motivated by my experiences being an immigrant. I wanted to use my platform or this campaign to tell the stories of others. May I ask you what your what the most important issue is to you? What do you think is the most important issue? Are there any issues in this neighborhood that you're dealing with? Health care for older people. Is that right? My parents are also immigrants so There's a reason that this area is low turnout. People here feel underrepresented, under-resourced and especially under the present administration under attack. The most frequent issues I heard while on the campaign trail were not about these larger issues but again about the day-to-day concerns of people, the local economy, public transportation, local safety. All right Marvin so we're going to give you a little bit of an update on our canvassing. I created over 20 original resource guides it's sent to about 10,000 households things like know your rights on housing things like how to manage your health care costs and advocate for yourself and I felt that by doing that I could actually also increase voter turnout. Because you know we've deployed like a an emergency canvassing because our district turnout is relatively low and we're like halfway there. We're already halfway there? Yeah. The seat i'm running for is very safely a democratic so that might seem positive in one way but the history behind that is this was actually a product of gerrymandering to put as many minorities in one district as possible to dilute the power of their votes what is the percentage of voters who actually opened their doors or had contact. Well it's just as bad as you think it is. I think there's a lot of apathy here because government in general has not been responsive to the needs of the community. I think before covid we might have had like 20 percent-ish which is a little bit better but it's been kind of so-so and then I've had my canvasser tell me that people are so they're concerned to even talk about who they're voting for or how they're voting because they feel there's like hostility in the environment and that they may be facing like retaliation or something. I don't post in social media that I'm a conservative I don't really talk much about politics to people. I think democrats it's presumed that they look out for black interests but I think that that is only true whenever there's a time for blacks to vote When I was first introduced to politics the rhetoric was that republicans are a racist I just found that not really to be true and I saw that there are actual black conservatives like Larry Elder or Candace Owens. There was absolutely nothing that I cannot do as a Black American in this country that a white American can do if you can point to me... Come on in. Hi Lucy, how you doing? Heavenly father we thank you so much for providing so a great abundance for us and help us to share what we have with others who have so much less in Jesus name we pray amen amen. Four years ago I was in a quandary because socially I was leaning democratic and in some other ways I was still leaning more more republican. I was kind of torn. I've gradually come to realize that health care is the most important thing in terms of reducing abortion rates. It's important when I say pro-life I'm applying it to everyone and not just unborn children that was a really important thing for for me to work through. I have so many ideals that are in line with helping the environment and immigration reform and yes I can say I'm pro-life and I'm democratic. Miriam who was there last night I didn't realize she was a democrat until shortly along. In one bible study we had I said I don't see how any Christian can be a democrat and she was shocked I love them and i'm listen I can talk with her I don't think we'll come to any agreement because we're so divided on politics. The folks on the far right are reading the same bible that I'm reading but they're coming to very different conclusions about what that means my dad is the pastor of our congregation I know what the bible has to say about this and that's how I'm going to live my life I think the right is prioritizing their culture over service to others when you look at it hard it's really an american culture not a Christian culture putting that in front of service to others. Record-setting early voting turnout in Georgia. Stacey Abrams is getting a lot of credit for her work in turning the peach state blue. For minority communities there has to be consistent engagement. I have experienced what it's like to not be an active voter to not want to participate in the process. I like to think that my method worked and I like to think that the reasons I've had for running to increase turnout have borne fruit and I would like to continue doing that. I'm so glad it's over. Did you vote for any democrats? Yes I did. Okay me too I work for some democrats. It doesn't matter who wins today I'm gonna make tacos tonight it's taco Tuesdays. I hope you can join me in promising that you will celebrate the results... Before being a republican I'm a believer in the system I believe the american system of democracy is the best you must engage whatever team wins you must continue. Half of this congregation is happy and the other half is concerned remember who are your friends really they have shown that they are your friends they really love you we just think differently on politics. 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