New Initiative Uses Quinceañeras to Increase Latino Voter Turnout in Texas

May 6, 2019
8:28 AM

The following media release was shared on Monday morning by Jolt Initiative:

TEXAS — Jolt Initiative, a non-profit organization focused on increasing the leadership of young Latinos in Texas, officially launched Poder Quince/Quince Power on Monday, May 6, 2019. This innovative civic engagement campaign will start recruiting quinceañeras to help galvanize Latino voters and build a culture of voting, rooted in the power of Latino traditions.

Every year there are an estimated 50,000 quinceañeras held across Texas, bringing millions of Latinos together. Quinceañeras are a rite of passage for young Latinas, and celebrate their transition from girlhood to womanhood. These celebrations are one of the most important, respected and honored traditions in Latino culture. In Texas, where Latinos make up 40% of the state’s population and by 2030 will be the majority, quinceañeras are not an underground cultural tradition, they are part of the mainstream that touch the lives of millions of Texans.

Traditionally, quinceañeras focus on honoring family and community, but they also lend themselves to the formation of new traditions like voting, a basic duty and action young women can take in defense of family and community.

In 2020, the Texas electorate will be the youngest and most Latino voting pool ever. Jolt Initiative’s recent “We Are Texas” analysis concluded that, Latinas are leading the way in civic participation in the Lone Star State, especially among young voters. Latinas ages 18 to 24 are nearly 25% more likely to vote than their Latino male counterparts and 5% more likely to vote than their non-Latina female counterparts. Through Poder Quince/Quince Power, Jolt Initiative will partner with hundreds of quinceañeras to register their guest to vote and elevate voter registration in the state of Texas.

Poder Quince/Quince Power was launched as a direct response to the shifting Texas demographics and political climate. Overall voter turnout surged in Texas during the 2018 midterms, especially in counties with high concentrations of Latinos. This quinceañera campaign is indicative of the broader shift happening in Texas.

“When we use the power of Latino culture, we can shape the narrative, reach millions of Latinos and build long-term voting power to win our community the dignity and respect we deserve,” says Cristina Tzintzún Ramírez, founder and executive director of Jolt Initiative. Outcomes of the project will include:

  • Attending 15 quinceañeras per week in Austin, Dallas, and Houston
  • Registering 5,000 people to vote in the first 8 months of the campaign

Poder Quince/Quince Power participants will receive a free photo booth at their event, free Snapchat filters geotagged to their venue and —for one lucky winner— a celebrity guest appearance. Registration for the Poder Quince movement opened Monday, May 6, 2019 exclusively on


Jolt Initiative is a non-profit organization that increases the civic participation of Latinos in Texas to build a stronger democracy and ensure that everyone’s voice is heard. Visit for more information and join the conversation online using the hashtag #PoderQuince.