Richmond, VA – Today, Planned Parenthood Virginia PAC, NextGen America, Virginia League of Conservation Voters PAC, and Priorities USA Action launched a first-of-its-kind cross-movement $2 million digital coordination campaign to elect Ralph Northam as the next governor of Virginia.
These groups teamed up to build this cutting-edge, digital-first persuasion and mobilization program that will reach more than 1.2 million voters in Virginia between September 8 and Election Day. Through innovative coordination, communication, and strategy, this coalition will help ensure Ralph Northam becomes the next governor of the Commonwealth this November.
“We are investing in this cutting-edge digital program because Ralph Northam is a proven champion for women and families, and he knows firsthand the health care problems Virginians face. Electing Ed Gillespie would mean four years of dangerous attacks against the essential health care women in Virginia rely on,” said Jennifer Allen, CEO of Planned Parenthood Virginia PAC. “This digital coordinated campaign is the first of its kind in a statewide race and is reflective of our forward-looking perspective in Virginia. We will continue to work to break new ground in our digital and other campaign work because we know that’s the way to elect a Governor Northam to lead Virginia into the future.”
The groups came together to coordinate the development of their respective program budgets, audience segmentation, creative message development, voter contact timelines, and testing objectives. Employing daily, regular communication and sharing resources and assets, like creative content, data, and targeting, the digital organizers are nimble and coordinated in a way that has never been done before.
“At NexGen America, we know that a strong digital campaign is key to turning out young voters on Election Day,” said Heather Hargreaves, Executive Vice President of NextGen America. “We are thrilled to join other progressive organizations in this novel digital effort to reach voters online and help elect Ralph Northam and Democrats up and down the ticket on November 7th.”
“For years, Democrats have worked together on TV advertising and field, but fallen behind on digital advertising. Progressives can and must work together if we are going to make electoral gains in 2017, 2018 and beyond, and this first-of-its-kind coordinated digital effort is going to provide us a blueprint moving forward,” said Patrick McHugh, Executive Director of Priorities USA Action. “Working closely together will allow us to efficiently deliver complimentary messages using the same data and targeting to ensure we’re all working toward the same shared goal without duplicating or competing efforts.”
“From advancing action on climate change to protecting our precious water resources, everything is on the line come Election Day. Virginia must elect a Governor who will reject the radical agenda coming out of Washington and Ralph Northam is that candidate,” said Michael Town, Executive Director of Virginia LCV PAC. “This is why we’re joining forces with other progressive groups to ensure we get Ralph across the finish line – we can’t afford to move backwards and we can’t afford to lose the momentum we as a community have worked so hard to build.”
Watch some of the ads: