By Rachele Hayward, Amy Frykman, Collin Dunn
In the wake of the U.S. Supreme Court’s 2022 decision in Dobbs v. Jackson Women’s Health Organization, nearly 20 states have imposed abortion bans or severe restrictions. These laws disproportionately impact women of color—especially the 6.7 million Latine women living under abortion bans. As a growing and influential voting bloc, Latine communities are critical to the national fight for abortion access.
While many public opinion surveys show broad support for abortion rights, few have focused specifically on Latine voters—what messages resonate with them, what turns them off, and how to effectively build long-term power within these communities.
To help fill this gap, Resource Media recently conducted an online message test with nearly 2,800 Latine participants to explore how different messages influence support for abortion access. The results reveal both opportunities and challenges for advocacy.
What Works:
The most persuasive messages emphasize real-life consequences of abortion bans, especially among younger audiences (ages 18-34) and political moderates. Messages that focus on self-managed abortion (SMA) and the criminalization of basic reproductive care moved the needle most significantly.
For instance, highlighting that self managed abortions are a safe, centuries-old practice resonates with suburban audiences and people aged 35-54. Similarly, messages that stress the injustice of criminalizing common experiences like miscarriage and pregnancy loss sway both liberal women and conservative men.
Another effective message centers on access barriers for youth—legal, logistical, and financial. This framing was particularly compelling to politically moderate urban audiences and shows promise with urban and suburban conservatives.
What to Avoid:
Messages focusing on fertility protections and faith-based appeals were found to decrease support across various demographics—including liberal audiences and Republicans. These messages often trigger backlash and are best avoided in future outreach.
Building Power Through Smart Messaging
The research is clear: Latine audiences can be a powerful force in restoring abortion access, but the approach must be thoughtful and tailored. By using data-backed messaging—particularly around SMA, criminalization, and basic healthcare needs—we can deepen support and mobilize a base ready to vote for change.
As the fight for reproductive freedom continues, engaging Latine communities with respect, cultural understanding, and strategic messaging will be essential to lasting progress.
Read and share our research memo here:
