Climate Power En Acción Launches “El Precio Que Pagamos” Campaign to Put Latino Families’ Energy Costs Front and Center

WASHINGTON — Climate Power En Acción today launched El Precio Que Pagamos (“The Price We Pay”), a Latino-focused communications campaign running through year-end to expose how reckless decisions and bad policies are inflating costs for Latino families. From gutting clean energy investments and giving oil, gas and technology corporations a blank check to rolling back essential environmental protections, these decisions are driving up electricity and gas bills while leaving our communities more vulnerable.

“Those currently leading our government promised to lower costs for everyday Americans,” said Climate Power En Acción Executive Director Antonieta Cádiz. “Instead, their actions have completely betrayed that promise, driving up the cost of living for families across the country. The price of this failed and misguided leadership is much too high, especially when it comes to energy affordability and the rising electric bills families struggle to pay. For too many Latino families, keeping the lights on and paying monthly utility bills has become an increasingly difficult financial burden. Our priority with this campaign is to put that reality into context. 

“We are experiencing a total breakdown in accountability. By lifting critical oversight, decision-makers have let tech giants and corporate polluters expand unchecked while straining our energy grid. Latino communities are paying twice over: once through higher monthly power bills and again with their health. With ‘El Precio Que Pagamos,’ we are putting these real-world impacts front and center.”

At the heart of El Precio Que Pagamos is a simple question: who is paying the price? While families face rising household costs, energy companies continue to generate billions in profits, and policies that weaken pollution protections can leave Latino communities facing greater health and environmental risks. 

The campaign will focus on states where rising household costs are placing significant pressure on family budgets, including California, Colorado, Arizona, and Texas. Climate Power En Acción will drive the campaign through paid and earned media, creator content, digital communications, and support for local partners working with the Latino community on the ground.

Climate Power En Acción will take El Precio Que Pagamos message to Latino audiences through a multi-channel campaign that will:

• Reach audiences where they are through an initial investment of $400,000 to Spanish-language radio, digital audio, and Latino creators across key states.
• Drive the conversation in the media through earned media and state-level events in Arizona, California, Colorado, and Texas.
• Equip local messengers and partners with bilingual messaging, communications resources, and campaign materials to bring the affordability narrative to communities nationwide.
• Build a bilingual digital presence that gives Latino audiences a direct way to engage with the campaign and understand the real costs they are facing.

El Precio Que Pagamos will bring these issues together under one central message: Latino families should not have to keep paying the price for decisions that prioritize corporate profits over affordable energy and healthy communities.

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