RELEASE: Priorities USA and NAACP Launch Seven-Figure Digital Turnout Program Targeting Black Voters Online in Key States
The First of Its Kind Digital Program Will Target, Engage & Mobilize Black Voters Online
Ads Will Run in Arizona, Michigan, Pennsylvania, and Wisconsin
WASHINGTON, DC (October 2, 2024) – Today, Priorities USA, in partnership with the NAACP, launched a seven-figure digital ad campaign encouraging Black voters to make their voices heard in the states of Arizona, Michigan, Pennsylvania, and Wisconsin. The ads will run through Election Day.
The ads, Gail and Been About It, focus on Black voters showing up to vote and making their voices heard at the polls.
This ad campaign is a part of Priorities USA’s “Margins Project”, a multi-million-dollar digital ad program designed to bridge the gap in voter outreach that traditional grassroots efforts overlook. 27% of Black voters live in zip codes where Black voters are less than a quarter of the population. And yet, most previous investments in paid digital focused only on zip codes that have a high density of Black voters, leaving many unreached. In partnership with the NAACP, the program will ensure all Black voters are reached.
“Priorities USA and NAACP are working together in the final stretch so that Black voters online understand how critically important it is to cast their ballot this November,” said Ryanne Brown, Managing Director of Paid Media, Priorities. “The only way that we increase voter turnout is by targeting those who are traditionally left behind. We have been working to perfect this digital strategy at Priorities in order to reach and mobilize every voter of color, particularly those who are often not targeted in traditional paid media programs. Our partnership with NAACP has set us up to deliver innovative digital strategies from now until November.”
This digital ad campaign is a part of the NAACP’s $20 million nationwide investment to mobilize 14.5 million Black voters while combating disinformation and voter suppression tactics. The program, which spans across regions throughout the country, is one of the most expansive ever led by a national civil rights organization.
“Democracy cannot work without the Black vote. That’s why extremist agents are working so hard to undermine it by creating confusion through mis and disinformation,” said Derrick Johnson, President & CEO, NAACP. “The NAACP refuses to stand idly by while our democracy is stolen from those who have worked tirelessly to improve it. This multi-million dollar investment is just one of the many tools we are utilizing to bring Black America to the ballot box. It’s time to fight forward, together.”
Gail and Been About It will run on streaming TV, YouTube, Facebook, Instagram, Snapchat, Google Search, and streaming audio like Pandora.
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About Priorities USA
Priorities USA is a nonprofit organization focused on digital advertising and building digital infrastructure for partners and allies over the next decade. Priorities runs large-scale, effective digital voter mobilization and issue education campaigns, while building and investing in cutting edge research and data, training, and tools.
About NAACP
The NAACP advocates, agitates, and litigates for the civil rights due to Black America. Our legacy is built on the foundation of grassroots activism by the biggest civil rights pioneers of the 20th century and is sustained by 21st-century activists. From classrooms and courtrooms to city halls and Congress, our network of members across the country works to secure the social and political power that will end race-based discrimination. That work is rooted in racial equity, civic engagement, and supportive policies and institutions for all marginalized people. We are committed to a world without racism where Black people enjoy equitable opportunities in thriving communities.
NOTE: The Legal Defense Fund – also referred to as the NAACP-LDF – was founded in 1940 as a part of the NAACP, but now operates as a completely separate entity.