August 21st 2023.
President Joe Biden is preparing to launch his 2024 presidential campaign and has taken steps to ensure he reaches his target voters: Black and Hispanic individuals. A sixteen-week, twenty-five million dollar advertising campaign is underway, with the ads airing during major events such as the NFL Kickoff and the World Series, and on various digital platforms, including YouTube Reserve, Hulu, Connected TV, Instagram, and YouTube Shorts.
The messaging of the ads will focus on the economic progress made during Biden's first term, such as job recovery and an increase in manufacturing. To emphasize this, one of the ads, titled "First Day," features a Black woman narrator who speaks of the reduction in Black child poverty and the rise of Black business owners. She states, "On his first day in office with a country in crisis, President Biden got to work. For us," highlighting Biden's commitment to the Black community.
Julie Chavez Rodriguez, the Biden campaign manager, asserts that the ads serve to remind citizens of the pressing issues they are facing before they cast their votes in the upcoming election. She adds, "This historic buy ensures that the President’s message reaches all Americans where they receive their news, and sends a clear sign that we are investing in an aggressive, meaningful, and effective paid media strategy."
"As Republicans head to the debate stage next week to put on display their extreme and out-of-touch positions, we are investing in reaching Americans across the country with President Biden and Vice President Harris’ message for the middle class and for Americans’ fundamental freedoms," Rodriguez continues.
The ad campaign comes at a perfect time for Biden, as recent polls from The Associated Press-NORC Center for Public Affairs Research show that only 36% of adults in the U.S. approve of how Biden has handled the dwindling economy. This is a slight decrease from his 42% overall performance rate. Thus, Biden's ads serve to remind citizens of his dedication to economic progress and his commitment to the Black and Hispanic communities.
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