Largest campaign to date will target swing voters in PA, MI, WI, AZ, and NE-02 with ads and billboards saying: “I’m a former Trump voter. I’m voting for Harris.”
WASHINGTON – Monday, September 30, 2024 – Republican Voters Against Trump launched a new $15 million swing state ad blitz, our largest campaign to date this cycle, and our final major ad push before the election. The campaign features first-person testimonial ads and billboards showcasing former Trump voters who will support Kamala Harris this election.
The campaign will run through the election in Pennsylvania ($5.8 million), Michigan ($3.6 million), Wisconsin ($2.7 million), Arizona ($2.4 million), and Nebraska’s 2nd Congressional District ($500K). Digital ads will run statewide, and broadcast, cable, streaming, and radio ads will run in the following key media markets: Philadelphia, Harrisburg, and Pittsburgh; Grand Rapids and Detroit; Madison and Milwaukee; and Phoenix. In NE-02, we are running digital and streaming ads.
It includes a series of 15- and 30-second testimonial ads featuring real former Trump voters talking direct-to-camera about why they now support Harris. It also includes a signature ad showing a compilation of these voters from multiple different states, saying: “Harris is a former prosecutor. She’s smart. I love her energy. She will support our democratic institutions. She will put her country first … In 2024, I will be proudly voting for Kamala Harris.”
The campaign also features 143 billboards showing former Trump voters from critical swing states. Billboards will run statewide in Pennsylvania, Michigan, and Wisconsin, and in key markets in Arizona and Nebraska’s 2nd Congressional District. They show real people with the message: “I’m a former Trump voter, I’m voting for Harris” and “I’m a former Trump voter, I won’t vote for Trump.” You can view the billboards’ locations here.
This is the capstone of the 2024 Republican Voters Against Trump campaign, and the final major ad push ahead of the November election. To date, we have collected more than 300 testimonials from former Trump voters who no longer support him, representing 46 states and the District of Columbia. The campaign has already spent $15 million to date this cycle, in addition to the new campaign.
This content has been tested for its persuasive value and was selected to appeal to a core constituency of voters in the swing states: conservative-leaning independents and Republicans who are still undecided. By reaching them with messengers who look and sound like them, we are helping to build a permission structure to broaden the coalition that ultimately delivered victory in the last election.
“Many swing voters are going to be making up their minds in the coming weeks, and it’s critical that we let them know what’s at stake,” said Sarah Longwell, Executive Director of Republican Voters Against Trump. “You can repudiate him without renouncing your deeply held conservative values. We’re here to help establish a permission structure for right-leaning swing voters to do the right thing and vote their conscience.”
To be connected with spokespeople for comment, or to be connected with the real voters participating in this campaign, please contact Tony Franquiz at [email protected].
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