The Turn Out Push Rounds out the DCCC’s Multi-Million Dollar Investment to Engage AAPI Communities Early and Consistently Throughout The 2020 Cycle
Today, the DCCC announced an unprecedented and comprehensive seven-figure AAPI voter education and turnout program through direct mail and paid media across print, TV, radio, and digital that began running in early October in key Congressional races in California, Nevada, Texas, Georgia, New York and New Jersey.
The direct mail and paid media will reach voters in English and several different Asian languages and will be hyper-targeted and segmented to reach the different, key AAPI communities that are critical to victory in our districts. The ads will encourage these communities to vote for Democrats up and down the ballot and provide resources on how to do so safely, and by the vote method that is best for each individual voter. The in-language ads will also direct voters to the National Asian Voter Hotline where they can get live in-person voter assistance and information in eight different Asian languages.
This also includes an innovative digital program that will air across social media platforms, online radio, connected TV, OTT programs, and video streaming sites. We will also be running experimental mobile app programs including a GPS-navigation app ad in high-density AAPI communities in Orange County that allows users to redirect their route to the nearest polling location to complement the digital program.
“When we said we would earn every vote, we meant it and have put significant resources behind an unprecedented forward-looking program,” said DCCC Chairwoman Cheri Bustos. “Whether voters are first-generation immigrants who prefer in-language content or second-generation AAPI millennials who primarily communicate in English, our materials will be hyper-targeted to reach them. As AAPI communities combat xenophobia and hatred during a deadly pandemic, this work is not only reaffirming the importance of AAPI voices but also their growing power and place in our nation. Our country is changing, and our success as a nation depends on bringing diverse communities into the fold.”
AAPI voters will be pivotal, and very much the margin of victory, in some of the most hotly contested House races across the nation. It remains the fastest growing electorate for over the last decade and is a population of over 22 million strong nationwide. With the growing influx of these communities to suburban areas, this bloc contributes to the increasing diversification of suburban districts that have shown to shift the political calculus in multiple areas across the nation.
The DCCC’s push is part of its Cycle of Engagement program and includes its first-ever in-language digital ads in Hindi and Chinese and first-ever Vietnamese, Korean, and Chinese (in multiple dialects) TV ads deployed as part of a larger seven-figure ad spend by the DCCC IE.
Much of this work was informed by the large scale AAPI research project conducted by the DCCC early in 2020 that included multiple focus groups and a national poll of AAPIs across 11 different ethnicities and in English, Chinese, Korean, and Vietnamese. It also built upon the learnings of the DCCC’s constituency organizer program, where we deployed field staff focused specifically on organizing the Chinese, Korean, and Vietnamese communities.
Please find samples of our ads here:
Print Ads
World Journal; Vietnam Post; Korea Times; Originals
Radio Ads
NiHao Radio AM 1320; Little Saigon Radio; Radio Seoul AM 1650
Digital/Connected TV Ads
Shortened 15 Seconds: Enough, New Normal
Direct Mail
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