MoveOn Launches $5.5 Million Ad Campaign to Help Drive Voter Turnout and Counter MAGA Extremism
Washington, D.C. – Today, MoveOn Political Action announced a $ 5.5 million ad campaign to mobilize voter turnout among key groups—including those who voted in 2016, 2018 and 2020 but might not normally vote in midterm elections—to protect our freedoms from MAGA Republican candidates who are trying to overturn our elections, silence our voices, take control of our bodies, and block policies that will benefit all Americans.
Today’s announced ad buy is part of MoveOn’s $ 30 million+ election program—its largest ever for a midterm.
The ads will run in Arizona, Georgia, Nevada, North Carolina, Pennsylvania, and Wisconsin to help drive turnout for Senate and House elections, as well as key down-ballot races such as governor and secretary of state.
“Midterms are all about turnout, and we’re doing everything we can to empower the coalition of voters that ushered Democrats to victory in 2018 and 2020 to turn out again,” said MoveOn Political Action Executive Director Rahna Epting. “By coming out again, these voters will help fight for our right to abortions and contraception, free and fair elections, and other freedoms that are under attack by MAGA Republicans. We’re also focused on making sure voters understand how their vote can protect the big wins Democrats delivered to us to combat climate change, cancel student loans, and lower health care and prescription drug costs.”
MoveOn created and tested over two dozen ads and is deploying the most impactful to targeted audiences in each state. Using new surveying technology built for this election, the ads were shown to key mobilization audiences and the results were run through analytical models to create the precise universe of voters predicted to be most motivated to vote by the ad’s messaging. Among the ads are these:
- Us v. MAGA – which was the best-testing ad among surge voters.
- Abortion Is on the Ballot – a positive spot about turning out to protect the right to abortion that was especially impactful among voters 18-24.
- Insurrection – depicting the complicity of MAGA election deniers in carrying the torch for Donald Trump’s violent January 6 insurrection.
- A series of ads holding specific Republican candidates accountable for their extreme agenda, including these:
- Banning abortion and restricting contraception – targeting WI Sen. Ron Johnson, PA Senate candidate Mehmet Oz, NC Senate candidate Ted Budd, and NV Gubernatorial candidate Joe Lombardo.
- Out-of-touch MAGA millionaires – targeting WI Sen. Ron Johnson and PA Senate candidate Mehmet Oz.
- Insurrection and attacking democracy – targeting NC Senate candidate Ted Budd.
- Climate – targeting WI Sen. Ron Johnson.
In addition to the microtargeted paid media program, MoveOn is raising millions in small-dollar donations for its member-endorsed progressive candidates, running the largest-at-scale relational voter contact program of the midterms, meeting voters where they are via cultural and micro-influencer initiatives, holding MAGA candidates accountable for their extremist positions, and organizing volunteers to mobilize voters to boost turnout.
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MoveOn is a people-powered force for progress. MoveOn mobilizes the left to elect Democrats and enact progressive change. We are the homebase for millions of members who refuse to accept the status quo and are moved to take action. For more than a generation, MoveOn has been a bulwark against the radical right, channeling our voices to end wars, protect democracy, and advance justice for all.
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