Madre knows best. With Climate Action Week NYC (until September 27) in full swing, the Latino Victory Project is encouraging Latinx moms to vote for candidates fighting climate change with the campaign #VoteLikeAMadre, the organization announced on Facebook.

The coalition consisting of advocacy groups Latino Victory Project, Poder Latinx, New Florida Majority, Alianza for Progress, Chispa Nevada and Mi Familia Vota will reportedly invest seven figures on ads to run in Spanish—in Florida, Arizona and Texas—through Election Day (November 3).

“Latina moms are a powerful voice within the Latino community, and we are concerned about the devastating impacts that climate change will have on our children’s future,” Latino Victory Project President and CEO Nathalie Rayes, told the Hill. “We want a clean, sustainable, healthy planet for our children to thrive, and right now, that future is under threat.”

Rayes has reason to be concerned. A 2019 study published in the Proceedings of the National Academy of Sciences of the United States (PNAS) reported that Latinx people bear a “pollution burden” of 63 percent excess exposure compared to their consumption.

To help get the word out, Latinx celebrities—Jessica Alba, Salma Hayek, Eva Longoria Bastón, Jennifer Lopez, Zoe Saldana and more—have reportedly joined in. Check out Lopez’s recent “pinky promise” video below, a challenge the campaign launched to help mobilize voting mothers. 

To learn more about the campaign, check out the #VoteLikeAMadre website here.