These Ads Test As Highly Persuasive With Voters...Let's Share Them!
Six videos from ASO / Way to Win / We Make the Future have been proven in focus groups to persuade and mobilize key 2024 voting groups.
The six videos shared below are all now available in the 2024 Digital Field Team’s #OurFreedomsOurFutures Gallery in Reach.
Not familiar with Reach? Learn & join here! It’s super easy to use and a great source for shareable content.
The following video descriptions were excerpted from the creators’ site.
Disrupt Despair
Video #1 (“Doomscroll”) - What to Know:
Disrupt dread, frame the contrast, and inspire defiance by exposing how a powerful few deliberately fuel doom and helplessness to erode our power
Move several key groups toward taking action around the election (e.g., volunteering, donating to a campaign, or talking to friends and family)
Video #2 (“Loopholes”) - What to Know:
Leans into potent populism, that billionaires and wealthy corporations have to pay what they owe us in wages and taxes
Effective in increasing overall Biden approval and economic approval with a general electorate
Draw the Contrast
Video #3 (“Fear the Rainbow”) - What to Know:
Helps our base, especially men, see “anti-woke” campaigns as bad
Increases desire among Democrats to support trans folks
Most successful among ads at moving voters to want politicians to push a full, progressive agenda
Persuades Independents and women away from believing Democrats are divisive
⚠️ Limitations: Best used in response to anti-woke attacks, not to open the conversation
Video #4 (“Fear the Rainbow”) - What to Know:
Moved voters across many demographics to see right-wing bans and attacks as attempts to control and to view this as very problematic
Even moved Republican, Trump-supporting men toward a third party
⚠️ Backlash: Among moderate Democrats and very progressive folks, a previous version of this ad that did not name MAGA Republicans (since updated in this version) explicitly moved them to see Dem politicians as dividing us for gain, while Republicans move positively toward “both sides”
Inspire Defiance
Video #5 (“Your Own Drummer”) - What to Know:
Moves women and engaged Democrats, in particular, to see opposition attacks as attempts to “control,” and increases their desire to halt right-wing bans and anti-LGBTQ efforts
Mobilizes support for trans folks—especially among women
⚠️ Limitations: Older, moderate men saw the portrayal of gay and transgender people in this ad as “Democrats trying to divide us”
Video #6 (“Invitation”) - What to Know:
Moves women and engaged Democrats, in particular, to see opposition attacks as attempts to “control,” and increases their desire to halt right-wing bans and anti-LGBTQ efforts
Mobilizes support for trans folks—especially among women
⚠️ Limitations: Older, moderate men saw the portrayal of gay and transgender people in this ad as “Democrats trying to divide us”
Full Gallery
If you would like to access the full gallery of videos on Reach, click this link.
Thank you, team!
Please share this post with folks in your network and encourage them to subscribe!
DemCast has given me action I can take to combat the nastiness that has become part of our political interaction. This will be great! Thanks so much for these ads and for Reach.