Democratic super PAC, American Bridge 21st Century, is launching a $25 million advertising campaign in three swing states, targeting women voters in rural and exurban areas. The ads feature emotional testimonials from voters about former President Donald Trump’s role in curbing abortion access.
With a planned $140 million campaign, the group aims to persuade swing voters in Michigan, Pennsylvania, and Wisconsin to reject Trump’s bid for the White House. President Joe Biden flipped all three states in 2020, and the group is determined to maintain that support.
The ads come in the wake of the US Supreme Court overturning Roe v. Wade in 2022, making abortion access a contentious issue in politics. American Bridge co-founder Bradley Beychok stated that the group has recruited hundreds of voters willing to share their stories about the devastating impact of another Trump White House.
The testimonials in the ads highlight the personal struggles of women affected by Trump’s policies. From a Wisconsin OB-GYN tearfully recounting a heartbreaking decision to a Pennsylvania nurse expressing fears for her daughter and granddaughter, the ads aim to sway voters with emotional appeals.
American Bridge officials say the ads target moderates, swing voters, conservatives disenchanted with hard-right rhetoric, and “double doubters” who are undecided between Trump and Biden. With a $200 million budget for anti-Trump efforts in the 2024 election, the group plans to roll out more testimonial-style ads in the battleground states this summer.
As the 2024 election approaches, the battle for swing voters in key states intensifies, with emotional appeals playing a crucial role in shaping the outcome.