Somos PAC and Priorities USA Action Launch $1.1M Ad Buy Spotlighting Vice President Harris’ Plan to Make Home Ownership a Reality for Working People, including Hardworking Latinos
The Bilingual Ad Campaign Aims to Continue Bridging the Digital Gap in Latino Voter Outreach in Underinvested ZIP Codes in Arizona, Michigan, Nevada, Pennsylvania and Wisconsin in Support of Vice-President Harris
Washington, D.C. (October 18 , 2024) – As first reported in the Washington Post, Somos PAC and Priorities USA Action launched a $1.1M digital ad buy in support of Vice President Kamala Harris targeting Latino voters on the digital margins in key battleground states. The ads highlight Vice President Harris’ plans to make housing more affordable, which include a $25K down payment support for first-time homebuyers, and her balanced approach to immigration that focuses on keeping families together and expanding pathways to citizenship for long-settled immigrants.
The first wave of 30-second ads feature local Nevada residents Magali and Jenni, sharing their experiences growing up in working-class immigrant households and their hopes for the future under a Harris administration where they can live the full American Dream. Magali, a Las Vegas homeowner, talks about how Harris’ housing plan will expand the privilege of homeownership for future generations of Latinos. Jenni, a Sun Valley resident, highlights how her dreams of becoming a pediatrician and owning a home can be accomplished under a Harris administration.
“Vice President Kamala Harris cares about the same issues we care about,” said Melissa Morales, President and Founder of Somos PAC. “She knows working people, including Latinos, want more opportunities that make homeownership a reality and a balanced approach to immigration that keeps our families together rather than separating them. This election could come down to the margins, which is why our partnership with Priorities and continued investment in reaching Latino voters on the digital margins in support of Vice President Harris and Democrats could make the difference.”
“Kamala Harris’ plans to make homeownership more accessible is a winning issue that has moved voters in the digital margins in key battleground states,” said Danielle Butterfield, Executive Director, Priorities USA Action. “We are proud to work with Somos to ensure all voters, including Latino voters, know about Harris’ plan to make homeownership a reality. Priorities and Somos remain committed to communicating with these key audiences that could tip the scale in the next three weeks”
The ad buy is an additional investment to the previously announced joint $5 million bilingual digital ad program, named The Margins Project. The multi-million-dollar digital ad program was designed to bridge the growing digital gap in Latino voter outreach that traditional paid media efforts often overlook. While traditional programs focus on reaching Latino voters online by targeting zip codes with a high population of Latinos, this program is specifically designed to reach the growing majority of Latino voters who live in less-densely Latino-populated ZIP codes.
The ads will run across various digital platforms, with major investments in YouTube, and specifically targeting marginal Latino voters in previously underinvested ZIP codes to ensure that all Latino voters, regardless of ZIP code, are engaged in this political cycle. As demonstrated by Equis Research findings, YouTube is the most critical platform for reaching Latino audiences, where Latino audiences spend 2x the time compared to non-Latino adults.
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About Somos PAC
Somos PAC, a sister organization to Somos Votantes, is a Latino-led, Latino-focused organization dedicated to electing progressive candidates. Somos PAC was created to help raise funds to support and invest in candidates who prioritize the needs of the Latino community. Visit https://www.somospac.org/ for more information on this program and other projects, and follow the organization on Instagram, Facebook, YouTube and X.
About Priorities USA Action
Priorities USA Action is a Democratic Super PAC focused on digital advertising and building digital infrastructure for progressive partners and allies over the next decade. Priorities runs large-scale, effective digital voter mobilization and persuasion campaigns in key battleground states, while building and investing in cutting edge research and data, training, and tools to grow and expand the Democratic electorate.