Republicans Launch A New Ad Campaign Targeting Minorities, Women, Young Voters

March 18, 2014  |  

The Republican Party continues with its efforts to reach young voters, women and minorities with its latest ad campaign titled “Create Your American Dream.” According to the announcement on the GOP’s website: “Launched with a six-figure ad buy in fourteen 2014 target Senate states, the ads will run on traditional and non-traditional media to reach a diverse set of voters on the platforms they prefer.” Those states include Arkansas, North Carolina, New York, Minnesota and Virginia. Most of the states in which the ads appear have Senate races that the GOP hopes to win. More specifically, you can expect to see these ads pop up on Hulu during “youth-oriented programming,” on TVOne, Telemundo, and networks that cater to women.

The first clip (below) clearly targets the aforementioned demographics, with a bit in Spanish, clear diversity, and messaging that the party thinks is in line with its views and appeals to the new crop of voters it hopes to attract. In another ad, MSNBC says a Hispanic father talks about homeschooling his kids.

Besides the obvious desire to grab votes, the new strategy is based on the outcome of the “Growth and Opportunity Report” the party created after the election losses in 2012. According to The Hill, these are the groups the party needs to target to make inroads in the next election.

Condoleezza Rice, the former Secretary of State, told California Republicans over the weekend that the party must be more “inclusive” going forward. She was joined by other Republicans, who acknowledge that the party must reach voters outside of their normal demographics in order to attract followers. But what they say they need to do and what they actually do when the most conservative of the party get together seem to be two different things.

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