How the racism he experienced as a kid inspired him to become a media mogul and advocate.

September is Hispanic Heritage Month, a time to celebrate Latino culture and people like Alex who work to infuse it into everyday American life.

"When I was a kid, it was not popular to be Mexican," says Alex Nogales.

"Mexican restaurants went by 'Spanish cafes.' That sounded better," he laughs. "But it was really a Mexican restaurant that sold tacos!"

Alex is the founder, president, and CEO of the National Hispanic Media Coalition, which is dedicated to increasing visibility for Latinos in media and entertainment.

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This inspiring PSA illustrates the true power of the Latino vote.

The stakes are way too high for us to stay home on Election Day.

There are 27 million Latinos eligible to vote in the U.S. presidential election on Nov. 8, 2016. That's a lot of people.

Basically, it means that Latino voters could very well be the deciding factor for whether Hillary Clinton or Donald Trump will run the show for the next four years.

Given the divisive nature of this election cycle (Donald Trump calling Mexicans rapists and criminals, anyone?), the Latino community is doing just about everything it can to motivate, educate, and register as many people as possible. We're not just getting riled up — we're actually casting our votes in November, too.

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