RELEASE: Priorities USA and Reproductive Freedom for All Foundation Launch Six-Figure Digital Turnout Program Targeting Young Women and Women of Color Online in Arizona
Digital Program Will Target, Engage, and Mobilize Young Women and Women of Color in Arizona
WASHINGTON, DC (October 15, 2024) – Today, Priorities USA, in partnership with the Reproductive Freedom For All Foundation, launched a six-figure digital ad and creator program encouraging young women and women of color in Arizona to make their voices heard. The ads will run through Election Day.
The partnership is twofold: a creator program with lifestyle, pop culture and comedy creators encouraging voters to make their voices heard, and a digital paid advertising campaign on YouTube, CTV and other social media platforms.
The ad, Showing Up, focuses on women of color showing up to vote and make their voices heard. When this ad was tested, the likelihood of voting among Black voters increased by 5 points.
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. The program reaches young women in Arizona wherever they are, going beyond the traditional coverage to reach 27% more young women, including 17% more Latinas and 24% more Black women. This program is also a part of Reproductive Freedom for All Foundation’s C3 program to mobilize young voters.
“Priorities USA and Reproductive Freedom for All are working together in the final stretch so that young women and women of color in Arizona understand how critically important it is to cast their ballot this November,” said Danielle Butterfield, Executive Director, Priorities USA. “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 Reproductive Freedom for All has set us up to deliver innovative digital strategies from now until November.”
“This partnership is about connecting with, and empowering, voters around the values they hold,” said Mini Timmaraju, President and CEO of Reproductive Freedom for All. “By showing up at the ballot box, we not only ensure that our voices are heard, we shape the future for our communities – especially those that have historically been silenced. We show up for each other when we vote in ways that align with our values. And this innovative campaign will help us reach those communities in the digital spaces where they are having these conversations.”
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 Reproductive Freedom for All Foundation
For over 50 years, Reproductive Freedom for All (formerly NARAL Pro-Choice America) has fought to protect and advance reproductive freedom at the federal and state levels—including access to abortion care, birth control, pregnancy and post-partum care, and paid family leave—for everybody. Reproductive Freedom for All is powered by its more than 4 million members from every state and congressional district in the country, representing the 8 in 10 Americans who support legal abortion.