Just over a quarter of Mexico’s 127.5 million people are aged 18-24, and as such the “youth vote” could easily make or break any candidate in Mexico’s upcoming election on July 2. Patterned after the “Rock the Vote” campaign in the USA, Tu Rock Es Votar is running a television, radio and web campaign that hopes to improve voter turnout in the Mexican youth population despite a general desencantado (“disenchanted”) attitude found amongst all eligible voters.

Tu Rock Es Votar, a.k.a. TREV, continues its efforts to rally Mexico’s youth to get out and vote come election day. It’s something of an unspoken secret that TREV’s organizers tend to lean to the left, but they strive to make the ads non-partisan.