Billboards in Wisconsin: Biden targets Latinos, Trump stays away from national abortion ban

MILWAUKEE (CBS 58) -- As Milwaukee prepares for the Republican National Convention next week, dueling messages appear along the highways -- in English and in Spanish -- to attract some Latino voters in Wisconsin.

Billboards may be an old school strategy to advertise, but political experts say it's just as effective today as it was back in the day in reaching a larger audience.

"A simple message really catches your attention. They're short, so I think everybody gets to seem them," said Marco Frieri, the Hispanic media director for the Democratic National Committee.

Campaigns for both President Joe Biden and Former President Donald Trump have made billboards a key part of their strategy.

"When you look at party platforms, they are very important, they are aspirational, they're visionary, they lay out a goal," added Matt Sande, the legislative director for Pro-Life Wisconsin.

Frieri explained to CBS 58 News on Tuesday why the DNC has launched billboards in English and Spanish.

"Latinos see, 'they're thinking about us, they actually care about us, they want to communicate how we communicate," he said.

According to the latest data from Pew Research Center, Latinos have grown at the second-fastest rate of any major racial and ethnic group in the U.S. electorate since the last presidential election, with an estimated 36.2 million eligible voters.

Frieri said that is the DNC's underlying message from the one that's front and center.

"We're trying to highlight what he's proposing and what we're defending - again, our democracy, our institutions and women's rights are key in this election," Frieri said.

On Monday, the RNC initially approved its platform moving away from a national abortion ban, sparking some frustration among pro-life groups in Wisconsin.

"We're disappointed, we're frustrated and if the Republican party wants to be the party of life, nationally, they have to show it," Sande said. "We know the Latino communities are very family oriented, they are pro-life and love children, and it's important we support them."

Though many Latinos have also expressed their support for Biden and the option for women to choose.

It's no surprise both campaigns are trying to capture the attention of those living in swing states like Wisconsin, ahead of the Republican Convention next week.