This fall, Priorities USA Action, a major Democratic super PAC, will release a $2 million digital ad buy aimed at getting young people to register to vote.
POLITICO was the first to learn about the digital ads, which are designed to look like videos posted to TikTok and other social media sites. Younger voters who may have let their registration information lapse will be the focus of the advertisements, which will run on Facebook, Instagram, and Hulu through the month of October. They will be broadcast in states with hotly contested congressional and gubernatorial elections, including Arizona, Pennsylvania, Wisconsin, Michigan, and Nevada.
For the upcoming midterm elections in November, the super PAC has pledged to spend $30 million, all of which will be spent on digital advertising. After the Democrats were outspent massively online during the 2016 presidential campaign, Priorities USA spent over $50 million on digital ads in 2018.
Voters under the age of 30 tend to lean Democratic but have historically turned out in lower numbers for midterm elections, with the exception of the years 2018 and 2020. Democrats are looking to the historic participation of voters under the age of 30 in those elections as a way to weather a challenging midterm climate.
A stick figure named “Bob” appears in one ad, saying things like, “I liked posting that I voted in 2020,” before adding, “but we know he let his voter registration get out of date.”
The advertisement warns, “Don’t be like Bob.”
In a statement provided to POLITICO, Danielle Butterfield, executive director of Priorities USA, said, “Priorities has consistently committed to precise, strategic investments to reach voters where they are most active and looking for information.” “This cycle,” she continued, “our digital-first programming recognizes what content voters are already gravitating toward online and tailors our message to retain their attention, empowering them to affect change at the ballot box.”
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