Michelle Obama Urges Women Of Color To Hit The Polls In Powerful New PSA

"Women of color know how to get things done," the former first lady says.

Michelle Obama is urging women of color to hit the polls this November. In a powerful new PSA that premiered at Sunday night's Black Girls Rock awards, the former first lady reminded everyone, and particularly women of color, of the importance of their votes in the upcoming midterm elections. 

"I want to talk to you about an issue I care deeply about, and that's the power and importance of casting our votes and making our voices heard," Obama can be seen saying in the video. 

Obama launched voting initiative When We All Vote in July in an effort to encourage more people to participate in the midterms. This PSA is the latest in a series of measures meant to emphasize the power an individual's vote can have. 

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In the new clip, Obama references the 2016 election, saying, "We've all seen the difference we can make when we choose to cast our ballots. And we've seen the consequences when we don't bother to show up to the polls."

She then passes on an important message to women of color, reminding them of the impact they can have if they exercise "their most basic responsibility" and vote.

"It's why I'm coming to you for help. Because women of color know how to get things done for our families, for our communities, and for our country," she says. "When we use our voices, people listen. When we lead, people follow. And when we do it together, there's just no telling what we can accomplish."

Women of color make up an important voting demographic, particularly in the Democratic party. Recent elections, such as the 2017 Senate race in Alabama, have highlighted the power that the voting bloc can wield at the polls. In an exit poll following that election, CNN found that 98 percent of Black women voted for winner Democrat Doug Jones over GOP candidate Roy Moore —  a stunning figure that DNC Chair Tom Perez acknowledged on social media. 

"We won in Alabama and Virginia because #BlackWomen led us to victory," Perez tweeted. "Black women are the backbone of the Democratic Party, and we can't take that for granted. Period."

As Democrats seek to elect more diverse candidates to power in the wake of the 2016 election, women of color will continue to play an influential role in the future of the current administration — and the potentially huge changes the legislature may see after midterms.

In the meantime, both Obamas are busy getting out the vote in the lead-up to November's elections. After returning to the campaign trail last week, former President Barack Obama also spoke at a California rally on Monday in support of the Democratic party. 

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