Priorities USA announced a $1.7 million digital ad campaign to mobilize voters in Virginia and Pennsylvania. The program will run exclusively on digital platforms in both English and Spanish.
In both Virginia and Pennsylvania, Priorities will target consistent and infrequent voters and encourage them to vote early in person. In Virginia, the project will also include a program specifically dedicated to reaching Black voters. Both campaigns will include GOTV and voter protection content.
The mobilization campaign will work to bolster efforts to increase voter turnout in key state and local elections and engage voters in the political process well before the 2022 midterms. Prior research has demonstrated that when voters turn out for local races in their communities, they are more likely to stay engaged and participate in subsequent gubernatorial, U.S. Senate, and U.S. House elections.
Priorities USA pioneered this work in 2019, increasing turnout in 2020 battleground states like Michigan and Pennsylvania by running mobilization programs in the 2019 elections. This program targeted millions of voters and helped to drive record voter turnout in 2020.
“From safeguarding voting rights to keeping our communities healthy, the last year and a half has revealed just how much local and state officials impact our daily lives. We need to communicate the importance of these elections to voters in a way that is engaging and accessible. Priorities USA is making the necessary investments to reach voters at the local level on the digital platforms where they are already getting their information,” said Danielle Butterfield, Executive Director of Priorities USA. “Our research has demonstrated that voting is a habit. Beyond having greater power in their communities, voters who cast their ballots in local elections are more likely to make their voices heard on the national level. By making key investments now, Priorities is contributing to mobilization efforts that will pay dividends for years to come.”