The Democratic National Committee launched a national ad campaign Tuesday to stir up voting blocs that are crucial to the party’s success in November elections, with the first radio ad featuring President Obama and targeting black voters.
The seven-figure paid media campaign also will aim to mobilize Latinos, women and young voters — groups that usually vote Democratic and which the party needs to turn out in force this year to avoid a rout at the polls.
“This strategic national ad buy will engage key members of the coalition that elected President Obama twice and remind them what’s at stake in this midterm election,” said DNC Chairwoman Debbie Wasserman Schultz. “It’s no secret that Democrats’ challenge is expanding the vote this November and before with early voting, so these ads are geared toward many constituencies that have typically dropped off in midterm elections.”
The multi-platform advertising strategy described by the DNC will include TV and radio and hit hot-button issues for targeted groups.
“From equal pay to affordable health care to immigration, the stakes in this election could not be higher and we look forward to communicating that contrast over the coming weeks,” said Ms. Wasserman Schultz, a congresswoman from Florida.
The first radio ad, which is airing nationwide on radio stations that cater to African-Americans, will plead for help fighting Republican “obstruction” of Mr. Obama’s agenda.
“I’ve got a vision of an economy where opportunity is open to everybody who’s willing to work hard,” Mr. Obama says in the radio spot.
“I want an economy where new, long-term investments in American infrastructure and American manufacturing are unleashing new jobs in new industries,” he says, “an economy where our workers have the chance to earn new skills that lead to that good job; I want an economy where your hard work pays off with higher wages, and higher incomes, and affordable health insurance, and decent retirement benefits.”
An announcer drives the message home: “President Obama will fight for us, but he can’t do it alone. We have a responsibility to stand up for our community and vote Nov 4.”
Republicans responded by citing in-roads they have made with black and Latino voters throughout the election cycle, including a radio and print campaign during Black History Month and Spanish-language TV ads in key states.
“Glad to hear the Democrats are finally getting around to spending money to reach black voters but running last-minute radio ads won’t reverse the harm the administration’s policies have done to black Americans,” said Orlando Watson, the Republican National Committee’s communications director for black media.
“Last-minute radio ads won’t keep more money in the pocket of the black wage earner, or allow a parent to send their child to the school they choose, or help the black teenager who faces a staggering unemployment rate. It’s Republican policies that are focused on creating jobs now and increasing access to a quality education that will improve the lives of millions of Americans, including black Americans,” Mr. Watson said.
• S.A. Miller can be reached at smiller@washingtontimes.com.
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