Somos PAC and Priorities USA Action Release New Immigration Ad as Vice President Harris Heads to Arizona
The Immigration-Focused Digital Ad is the Latest Ad for the Margins Project, a Joint $5 Million Dollar Bilingual Ad Campaign Designed to Bridge the Growing Digital Gap in Latino Voter Outreach in Underinvested ZIP Codes
Washington, DC (September 27, 2024) – This week, Somos PAC and Priorities USA Action jointly released a new ad, available in English and Spanish, highlighting Vice President Harris’ balanced approach to immigration that includes keeping families together and expanding pathways to citizenship, in contrast to Donald Trump’s plan for mass deportations that would separate families and weaken our economy. The immigration-focused ad titled Together, comes as Vice President Harris prepares to make a campaign stop at a border town in Arizona on Friday, and is the latest ad for the joint multi-million dollar digital ad program which launched in August.
“The economy and immigration are important issues that can move voters on the margins just enough to make a difference,” said Melissa Morales, President and Founder of Somos PAC. “Vice President Harris has advocated for a balanced approach to address our broken immigration system, one that includes keeping families together, expanding legal pathways to citizenship and doesn’t threaten mass deportations and historic separations of families. The need for that balanced approach is precisely what we are hearing from Latino voters on the ground and what voters want to hear more about.”
"Kamala Harris' balanced approach to immigration is an effective message that we can use to move voters," said Danielle Butterfield, Executive Director, Priorities USA. "In our testing, the ad 'Together' shifted Latino support toward Kamala Harris by eight points, showing that a pathway to citizenship and a stronger economy is precisely the message Democrats need to push in order to win. Priorities and Somos are proud to work together on communicating this targeted message online in order to reach, persuade and mobilize every Latino voter."
As first reported in Playbook, Somos PAC and Priorities USA Action launched a joint $5 million bilingual digital ad program, The Margins Project, targeting Latino voters on the digital margins in key battleground states. The Margins Project is also the largest independent digital ad campaign to launch in support of the Harris-Walz ticket since the Democratic National Convention.
The bilingual ad campaign centers on pivotal issues that resonate with Latino voters including the economy, abortion rights, and immigration, highlighting the accomplishments of Vice President Kamala Harris and contrasting that to Donald Trump’s extreme policies. The ads are 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 is a Latino-led, Latino-focused organization that runs some of the largest independent Latino voter engagement programs in the country. Our mission is to empower hard working Latinos in shaping the future of our democracy by increasing our participation in elections and by electing progressive candidates. Visit https://www.somosvotantes.com/ for more information and follow us on Instagram, Facebook, and X.
About Priorities USA Action
Priorities USA 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.