In the lead-up to the June 27 presidential debate, the Biden-Harris campaign has unveiled a $50 million paid media blitz, ramping up attempts to secure the crucial Black and minority voting bloc that could be the difference in the contest between President Joe Biden and the twice-impeached former President Donald Trump.
Titled “Character Matters,” the new ad encapsulates the campaign’s core message: Biden is committed to serving the American people, while Trump is fixated on his own interests.
The ad emphasizes Trump’s recent legal troubles, including his conviction on 34 felony counts and liabilities for sexual assault and financial fraud. It paints Trump as a figure driven by power and revenge, contrasting sharply with Biden’s focus on lowering costs, tackling corporate greed, and improving the lives of Americans.
“Trump approaches the first debate as a convicted felon who continues to prove that he will do anything and harm anyone if it means more power and vengeance for Donald Trump,” said Michael Tyler, the Biden-Harris 2024 communications director. “Character matters, and the President of the United States should be someone who understands that the highest office in the land is about you and your family—not a vehicle to enrich yourself.”
The June campaign’s $50 million expenditure would mark a historic investment in reaching African American, Hispanic, and Asian American/Pacific Islander (AAPI) voters across battleground states. This investment includes significant media buys targeting these key demographics via television, radio, print, and digital channels. Campaign officials said ads like “Protect and Thrive” and “No One” highlight Biden’s achievements and commitments, particularly in healthcare and cost reduction, aimed at resonating with these communities.
As part of this effort, the Biden-Harris campaign plans to make its largest to-date investment in African American media through partnerships with minority-owned media outlets like the National Newspaper Publishers Association (NNPA), the trade association representing over 250 Black-owned newspapers and media companies that comprise the 197-year-old Black Press of America. The strategic placements should ensure that critical messages about Biden’s policies and achievements reach African American voters through trusted community channels.
Additionally, the Biden-Harris campaign has made significant grassroots efforts, such as organizing around the Dobbs decision anniversary to support reproductive rights and mobilizing seniors on healthcare issues through events run by First Lady Dr. Jill Biden and Second Gentleman Doug Emhoff.
Parallel to this, Democrats are significantly investing in state legislative races. The Democratic Legislative Campaign Committee (DLCC) has launched a $10 million “Summer of the States” campaign to bolster key state candidates. DLCC President Heather Williams emphasized state legislatures’ critical role in safeguarding Democratic priorities, especially in the face of potential Republican control of federal government branches.
“It’s a stark contrast, and it’s one that matters deeply to the American people,” Tyler said. “We will make sure that every single day we are reminding voters about how Joe Biden is fighting for them, while Donald Trump runs a campaign focused on one man and one man only: himself.”
