Republican Voters Against Trump Launches $50 Million Ad Blitz to Sway Election

A coalition of Republicans committed to opposing the candidacy of former President Donald J. Trump has unveiled plans to allocate $50 million towards a campaign aimed at deterring his potential return in 2024. This initiative will feature a collection of candid testimonial videos from voters who, having supported Trump in previous elections, have now resolved to withdraw their support in the forthcoming presidential race.

The organization, known as Republican Voters Against Trump, initially surfaced during the 2020 electoral campaign and re-emerged for the 2022 midterm elections. Spearheaded by Sarah Longwell, a prominent figure in the Never-Trump movement, the group has gained recognition for its focus groups and polling, which have become a mainstay on center-right podcasts. Longwell’s expertise has also made her a sought-after source for political journalists seeking to understand the dynamics among Trump’s base.

In contrast to Democratic groups that concentrate on bolstering President Biden by highlighting his achievements in office, Longwell’s initiative zeroes in on undermining Mr. Trump through the narratives of his erstwhile supporters. The Republican Voters Against Trump website showcases a series of videos, ranging from one to three minutes, where Republicans articulate their reasons for voting for Trump in 2016 or 2020 and their decision to oppose him in the next election.

According to Longwell, this approach of personal testimonials has been significantly more effective in persuading Trump voters to reconsider their allegiance than traditional attack ads that draw comparisons between Trump and Biden.

It is noteworthy that the testimonials deliberately refrain from commending Mr. Biden or advocating for his re-election. Furthermore, they do not delve into the topic of abortion rights, an issue that has significantly influenced Democratic electoral successes following the Supreme Court’s revocation of Roe v. Wade.

Longwell emphasizes the importance of forming an anti-Trump coalition rather than a pro-Biden alliance. In 2020, the campaign concluded with over a thousand homemade videos on its website from individuals who voted for Trump in 2016 but expressed their refusal to support him again. For the 2024 election cycle, the group has initiated the campaign with 100 testimonials and has provided guidelines for former Trump supporters to share their experiences.

The focus of these testimonials has primarily been on Trump’s efforts to contest the 2020 election results and his role in the January 6, 2021, Capitol attack. Longwell points out that abortion is a less pressing issue for these voters, many of whom do not associate Trump with the Supreme Court’s 2022 decision and do not perceive him as opposed to the practice.

Longwell reveals that she has already secured $20 million for the 2024 campaign and is working towards raising the remaining funds for the advertising initiative. Through this strategic campaign, the group aims to reshape the political landscape by leveraging the voices of disillusioned former Trump supporters.