Forward Florida Action, a progressive group and political action committee, has begun rolling out Spanish-language ads in South Florida in an effort to engage Latino voters and encourage them to vote.

The ads come as the deadline to register to vote in Florida's 2020 primary nears on Tuesday. The primary takes place March 17, exactly two weeks after Super Tuesday.

Florida, which is 25 percent Latino and 17 percent black, is one of the key battleground states up for grabs this election season. In 2016, President Trump Donald John TrumpHR McMaster says president's policy to withdraw troops from Afghanistan is 'unwise' Cast of 'Parks and Rec' reunite for virtual town hall to address Wisconsin voters Biden says Trump should step down over coronavirus response MORE won Florida by less than 1 percentage point.

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South Florida has a high Latino population compared to the rest of the state, particularly of Cuban, Puerto Rican, Dominican and Colombian descent.

The ads play to those demographics, calling out Trump’s record on hurricane aid to Puerto Rico and the Deferred Action for Childhood Arrivals program.

“We are so close to Latin America and the Caribbean, that Latin America policy becomes domestic policy,” Evelyn Pérez-Verdía, Forward Florida Action's adviser for Latino issues, told NBC.

The group was founded by former Tallahassee Mayor Andrew Gillum (D) after he lost his bid for governor to Gov. Ron DeSantis Ron DeSantisFirst death reported from Hurricane Sally in Alabama Trump tells Gulf Coast residents to prepare for 'extremely dangerous' Hurricane Sally Polls show trust in scientific, political institutions eroding MORE (R) in 2018. Gillum has said the goal of the organization is to get 1 million more people signed up to vote in this cycle before the Florida deadline to register for the general election on Oct. 5.