The ad—which will air on the Univision network and some local Univision-affiliated stations—encapsulates how Sanders has so far addressed the Latino electorate: by addressing the plight of those confronting inequality. Sanders’s platform has resonated best in largely white states. On Tuesday, Sanders emerged as the victor in Michigan. But in states with a larger share of minority voters, he hasn’t fared as well. Sanders lost Texas—a state where Latinos make up 28 percent of Texas eligible voters—to Clinton who held a commanding lead among the electorate at 71 percent compared with Sanders’s 29 percent, according to CNN’s exit poll results.

Clinton, on the other hand, has appeared more empathetic toward Latinos. In a moving moment during Wednesday’s debate, a mother of five asked the candidates what they would do for families like hers that have been separated because of deportation. “First of all, please know how brave I think you are, coming here with your children to tell your story,” Clinton said. “This is an incredible act of courage that I’m not sure many people really understand.” Last month, ahead of the Nevada Democratic caucuses, Clinton pushed out a one-minute ad capturing a moment similar to Wednesday night’s on the campaign trail; a young girl expressed concern about her parents being deported. “My parents, they have a letter of deportation,” the girl says, visibly shaken. “I’m scared they are going to be deported.” Clinton reassured the girl that she would do “all the worrying.”

When convening with the Latino electorate, Clinton addresses the emotional costs of immigration. And here Sanders appears to be at a disadvantage. The Vermont senator has struggled to connect with minority voters on the stump. He’ll come up against a similar challenge in Florida, which has its primary on March 15. There, 18 percent of eligible voters are Latinos.

But it’s not just a state-by-state calculus. According to a projection from the NALEO Educational Fund, Latino turnout will increase by 17 percent for the general election—fueling the urgency of these efforts to capture their votes.

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