How JFK’s ‘Viva Kennedy’ Campaign Galvanized the Latino Vote

When he ran for the White House in 1960, John F. Kennedy faced a tight race. Kennedy and his Republican opponent, Richard Nixon, have been neck and neck in the polls throughout the election season. Kennedy gained leads after his historic television debate performances, but Nixon gained momentum ahead of Election Day.

One way the country’s first Catholic president sought to gain an edge in the close struggle was to court a potential bloc that had been largely ignored by American political candidates – the Latin vote.

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