Somos Pilares launches $1.5 million bilingual paid-media ad campaign in TX-15 

EDINBURG, Texas – Somos Pilares says it has launched a $1.5 million bilingual paid-media campaign featuring small business owners in Texas’ 15th Congressional District.

TX-15 is held by U.S. Rep. Monica De La Cruz, R-McAllen. She is being challenged in the 2024 general election by Democrat Michelle Vallejo. Both own or have owned small businesses.

The aim of the campaign, Somos Pilares says, is to urge De La Cruz to “stop voting to raise costs, protect the Inflation Reduction Act, and to support legislation that makes life more affordable for hardworking Texans.”

The group points out that two weeks ago, Congresswoman De La Cruz delivered the Spanish-language Republican response to President Biden’s State of the Union address, thus bringing a national spotlight to Texas’s 15th Congressional District.

Somos Pilares was launched by Somos Votantes in October of 2023. Somos Votantes runs large, independent Latino engagement programs across the country.

Melissa Morales, founder and president of Somos Votantes, said the bilingual ad campaign in TX-15 will highlight Congresswoman De La Cruz’s voting record. Morales said this voting record includes voting to cut access to Social Security and Medicare and voting to cut programs working people count on, which would have raised the costs of health care, housing, and groceries. 

Morales said the ad campaign includes TV, radio, digital, and direct mail outreach and is part of an ongoing effort to uplift the stories and concerns of working people, including hardworking Latinos, in TX-15.

“Hardworking Texans are focused on providing their families with the tools and opportunities they need to build a good life, and they expect their congresswoman to do the same,” Morales said. “But while working people struggle to make ends meet, Congresswoman Monica De La Cruz votes to make life less affordable. That is why we are committed to empowering working people, including hardworking Latinos, across Texas’ 15th Congressional District to speak out, make their voices heard, and put pressure on their elected officials to support the policies they care about.”

Since Somos Pilares launched, Morales said, the group has collected over 1,000 stories from working people in TX15, including over 500 video, photo, and other testimonials. 

Morales said the multi-million dollar people-centered campaign is focused on uplifting the stories of working people in TX-15, and ensuring more hardworking Texans are empowered with the tools and opportunities they need to speak out.

Congressional District 15 includes, in the northern part of its district, heavily Republican Sequin. Sandy Carrillo, owner of GC Floors, in Seguin. Carrillo is featured in the paid media campaign.

“My business has been in my family for generations, and with it my dad passed down the virtue of hard work,” Carrillo said. “Along with working hard, he taught me the importance of speaking up for my community. That’s why hardworking Texans like us are asking our congresswoman to fight for us. What we want is more opportunities, more resources, definitely not less.”

According to its website, Somos Votantes works to empower Latinos to fully participate in our democracy by taking action in their own communities.

The website says Somos Votantes believes in “the power of Latino voters, the strength of working families, including hardworking Latinos, and the potential of Latino communities to shape the future of our democracy.”

Somos Votantes says it aims to “empower hardworking Latinos year-round by equipping them with the tools and knowledge they need to participate in our nation’s democracy by taking action in their communities.”

The website states: “Our mission is to increase participation in our democracy and provide Latinos with tactical ways they can participate in shaping the future of American politics. For decades, Latino voters have been overlooked and taken for granted. Not anymore. We are empowering the next generations of heroes in our community. Through advocacy, voting, and community engagement we can become a reflection of our working democracy in action.”

Congresswoman De La Cruz is the first Latina and Republican to represent Texas’ 15th congressional district. She was raised by a single mother in Brownsville, earned a business degree from UT San Antonio, and studied Spanish at La Universidad Nacional Autónoma de México. Prior to her election to the U.S. House in 2022, De La Cruz ran several small businesses in the Rio Grande Valley. She lives in Edinburg, Texas with her two children.

On her campaign website, De La Cruz lists the top issues she is involved in. On the economy, De Cruz says she is committed to: “Cut wasteful Washington spending that is driving inflation, lower taxes on working families and small businesses, making energy affordable and ‘Made in the USA,’ and hold Communist China accountable for undermining American workers.”

On agriculture, De La Cruz says she wants to “eliminate regulations on farmers and ranchers that prohibit economic prosperity.” She says she also wants to “ensure that ranchers and farmers get reimbursed funds for confirmed damages due to illegal immigrant traffic,” and “fix the supply chain crisis to allow smooth exports of American agricultural products.” De La Cruz says she also oppose tariffs that hinder American farmers from reaching new customers.”

About Melissa Morales

Melissa Morales

Biographical details on Melissa Morales, founder and president of Somos Votantes, are included on the group’s website. It states:

“Melissa grew up with the perception that her family was cursed with bad luck. Melissa was left at home with her mother once her father was sent to prison at an early stage of her childhood. Making ends meet seemed nearly impossible. Despite working several jobs, there never seemed to be enough to go around. Sacrifice was normal in her household. With the intention to end the generational curses, Melissa decided to pursue a college education and eventually attend law school.

“Soon into her education, she was able to confirm the generational curse existed; not only within her community but several others. She saw how minorities and underrepresented individuals were stuck in a system not designed for their success. In fact, it seemed their failure was intentionally placed so other communities could continue to thrive. It wasn’t bad luck she had seen in her home after all. It was a cumulation of bad systems and bad politicians. She witnessed the direct results of their legislation impact her household.

“For Melissa the only way to change that was to get involved. She recognized the power of a vote. By voting better politicians into office, communities could see improvement and betterment. With this vision, the Somos Votantes mission was born.

“At Somos our core objective is to answer: ‘How do I help people like my own family to vote?’

“We’re a hard-working family in mid-America. My dad works the night shift right now – 4 pm to after midnight most days. He’s exhausted when he gets home. His biggest concern is making sure his family is taken care of. And there are so many roadblocks that come up: bills, rent, healthcare costs, medical bills, the grandkids’ needs. So the big question that Somos is trying to answer is HOW are we cutting through all the political noise to reach families like mine — and EMPOWER our community to vote and change our own communities for the better”

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