Somos PAC and Priorities USA Action Unveil Latest Round of Immigration-Focused Ads Reminding Latino Voters of Trump’s Record and Commitment to Separating Families
The Immigration-Focused Ads are the Latest from the Ongoing $6.1 Million Bilingual Digital Ad Program, The Margins Project, Designed to Target Marginal Latino Voters in Key Battleground States in Support of Kamala Harris
Washington, D.C. (October 25, 2024) – With less than 11 days until Election Day, Somos PAC and Priorities USA Action have launched their latest immigration-focused ads in support of Kamala Harris. As early voting continues, these latest ads are the final immigration-focused installment of the ongoing joint $6.1 million bilingual digital ad program aimed at reaching Latino voters online in battleground states. As a final message before Election Day, the ads remind voters of the two very different futures Donald Trump and Kamala Harris have in mind for Latinos nationwide.
The first ad, Tomorrow, spotlights the story of a mixed-status family, Oscar and Natalie, who were eligible for relief under the Keeping Families Together program, a Biden-Harris plan aimed at providing much-needed relief to undocumented spouses and children of U.S. citizens. However, the program has since stopped accepting applications after 16 Republican-led states sued and a Trump-era appointed judge ordered a freeze on the program, leaving mixed-status families behind.
In 4 Years Time, the 30-second ad spotlights some of the most horrific moments from Donald Trump’s presidency, including children being put into cases and families being forcibly separated at the border, and urges voters to stop Trump at the ballot box before it's too late.
"The more Latino voters learn about Donald Trump's record, especially on the economy and immigration, the more they are turned off,” said Melissa Morales, President and Founder of Somos PAC. “We will ensure Latino voters remember Trump's legacy of insulting our community, separating children from their parents at the border, eliminating DACA for thousands of Dreamers, and appointing immigration judges that continue to block Democrats' efforts to keep families together. While Trump pledges to launch the largest mass deportation operation in U.S history, Kamala Harris' balanced approach to immigration will actually expand pathways to citizenship for long settled immigrants. For Latino voters, the contrast could not be more clear, and that is exactly what we will do in the days leading up to November 5th."
“Donald Trump has tried to win this election by demonizing immigrants – it's failed before and will fail again,” said Danielle Butterfield, Executive Director, Priorities USA. “VP Harris and Donald Trump's vision for our country could not be more different: in one, families and communities are torn apart, and in another, families remain together and continue building a strong economy and a stronger America. In the final days of the election, Priorities and Somos will continue to communicate to this key voting block to turnout voters to deliver a victory on November 5.”
The ads are the latest in a series of ads for the recently launched $1.1M digital buy in support of Vice President Kamala Harris, with the first wave of 30-second ads featuring 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.
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.