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A new multimillion-dollar campaign is aiming to boost Black voter turnout ahead of the 2026 midterm elections, with organizers saying traditional outreach has not done enough to reach voters who participate less frequently.
The Congressional Black Caucus Institute launched its “SO VOTE” campaign Tuesday (September 15) on National Voter Registration Day. The initiative will focus on registering and mobilizing young voters, as well as Black and rural voters across the South, Midwest and West, according to The Associated Press.
The campaign plans to work with churches, historically Black colleges and universities, Black fraternities and sororities and other community organizations. It will also use digital tools, including social media, WhatsApp and partnerships with local content creators.
“We’re going to do some old-fashioned things, and we’re going to do some very new and innovative things to make sure that we’re communicating with those people that really never get communicated to,” former Louisiana Rep. Cedric Richmond told Roll Call.
The campaign is targeting Georgia and Mississippi statewide, along with 16 congressional districts where Black turnout could play a significant role in competitive races.
The institute has raised about $1 million and plans to spend at least $4.5 million during the midterm cycle, according to the AP.
Former HUD Secretary Marcia Fudge, who is helping lead the effort, said Black political leaders decided to take matters into their own hands after years of frustration.
“So we finally decided to take it upon ourselves to do something that we didn't think anybody else in the industry was doing,” Fudge told the AP.
The effort also comes as Republicans pursue redistricting efforts in Texas and Missouri that could reduce the number of districts where Black voters have a significant electoral influence.
“These Southern states are trying to minimize Black political participation and ultimately Black political strength,” Mississippi Rep. Bennie Thompson told the AP.
“So what we have to do is take that low-propensity voter and elevate their participation so they become an additional voice to be reckoned with.”
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