First-of-Their-Kind GOTV Ads Target Millennials, Hispanics, African Americans
As a part of ongoing efforts to register and turn out key groups of voters in the Democratic base, the DCCC announced a multi-million-dollar digital advertising campaign to mobilize millennials and people of color ahead of the 2018 midterm election.
“Over the last year and a half, the DCCC has broken new ground with our voter communication, and these digital ads feature real people with real struggles, aspirations and reasons to vote, and are designed to cut through the noise,” said DCCC Communications Director Meredith Kelly. “To take back the House, Democrats need to reach work to engage and mobilize key African American, Hispanic, and young voters, with personal messages about the power of their voice and vote.”
KEY POINTS:
- These digital ads are part of larger, multi-year program that the DCCC has previously announced, pumping $30M into targeted Democratic base turnout
- These ads are targeted towards 18-to-39-year-olds; and African American and Latinx voters 18 and older.
- There are 9 sets of creative with REAL people talking about REAL concerns out in the country (three examples featured below). These are NOT your typical political ads – produced by folks outside of traditional politics.
- Voters will be served digital ads that look like them and their neighbors. Voters in FL-26, VA-10 or WV-03 will all be served different tracks of these creatives.
- They come from tried and true voter research methods, including extensive focus groups across the country:
- Starting in 2017, the DCCC has conducted African American, Latino, AAPI & Millennial Focus Groups:Georgia (Summer 2017), Nebraska, Virginia, Florida, California, Colorado and Florida (Spring 2018), and Ohio & North Carolina, Colorado, California and New Mexico (Summer 2018)
- There are 15, 10, and 6 second versions of the ads depending on platform.
WATCH: ‘Cecilia’
WATCH: ‘Victoria’
WATCH: ‘Gina’
- ICYMI: Mic – In New Move, Democrats Launch Multimillion Dollar Campaign To Turn Out Minority And Young Voters