Everytown Launches $1 Million In New Bilingual Digital Ads Supporting Joe Biden To Reach Latino Voters In Florida And Arizona

September 22, 2020

Everytown Will Spend $1 Million to Run the Digital Ads, Which Were Produced in Partnership with Priorities USA Action

Polling Shows That Latino Voters in Florida Consider Opposing Background Checks on All Gun Sales the Most Disqualifying Position a Candidate Can Take

Today, Everytown for Gun Safety Victory fund unveiled new bilingual digital ads in support of Vice President Joe Biden, targeted to Latino voters in Florida and Arizona. Everytown is spending $1 million to run the ads in Spanish and English on digital platforms in both states. The ads were produced in partnership with Priorities USA Action, and represent Everytown’s first presidential ads in Spanish of 2020.

The ad campaign includes negative ads that slam President Trump for his failure to act on the dual crises of gun violence prevention and COVD-19, while capitulating to the gun lobby that spent $31 million to support his presidential campaign. It also includes ads lauding Vice President Biden’s track record of steadfast leadership.


“The Latino community knows the pain of hate crimes and daily gun violence all too well, so Everytown is going all out to make sure they also know that Joe Biden is a tested gun sense champion,” said John Feinblatt, head of Everytown Victory Fund. “On November 3, Donald Trump will learn there’s a steep price to pay for ignoring public safety to appease the gun lobby.”

“Donald Trump has never been a leader that the American people can look to in times of crisis. While our country faces an epidemic of gun violence, he takes direction from the gun lobby at the expense of American lives. In the midst of a pandemic, Donald Trump has lied about the threat of the virus that has now cost nearly 200,000 American lives,” said Guy Cecil, Chairman of Priorities USA. “Joe Biden has a proven record of strong, steady leadership that the American people can trust. From taking on the NRA to leading on solutions to the Ebola crisis, Joe Biden is the president the American people need to solve our greatest challenges and build a better future.”

This ad buy comes one week after Everytown launched a $6 million TV and digital campaign in Florida, slamming President Trump for failing to act on the dual crises of COVID-19 and gun violence.

Polling conducted by EquisLabs and Global Strategy Group in July found that Latino voters support gun violence prevention in stronger numbers than they did before the shooting in El Paso. Other key findings include:

  • Nearly half of Latino voters say they have become more supportive of stronger gun laws since the shooting in El Paso (47%), calling for stronger gun laws by a 6:1 margin (69% stronger/11% less strong).
  • Gun violence prevention policies enjoy broad support in the Latino community across key demographics, including women, independents, gun owners, and those who report lower motivation to vote.
  • Over two-thirds (70%) of Latino voters consider a candidate’s position on guns as “very important” to their vote.
  • 80% of Latino voters say a candidate’s position on guns is more important than their position on Trump.
  • Most Latino voters say they would never vote for a candidate who doesn’t support background checks on all gun sales (66%), putting it on par with racial equality, health care, job creation, and protecting children at the border.
  • Opposing background checks is the most disqualifying position a candidate could take in Florida and is second only to promoting racial equality among women nationwide.

This year, Everytown for Gun Safety Victory Fund and Everytown for Gun Safety Action Fund  will spend $60 million on the 2020 elections, doubling what they spent during the 2018 midterm elections.