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US Presidential Candidates Sought The Latino Vote Long Before 2020

Local Audio Posts 1

In his 1960 bid for the White House, John F. Kennedy’s campaign wooed a voting bloc that was mostly forgotten by other political campaigns: Latinos. Jackie Kennedy, John F. Kennedy’s wife, took to the airwaves with her own Spanish-language ad urging people to vote. She ended the ad with “Viva Kennedy!” — a slogan that became a unifying phrase for a group of Mexican American political organizers in Texas.