PAC+ Launches Latino-Focused TV Advertising Campaign in Arizona
Today, PAC+, a new national network of leaders focused on democratizing money and politics to give voice to America’s New Majority, will launch a television advertising campaign targeted at the Latino electorate. This is PAC+’s first ad in Arizona, the center of the right wing’s attack on Latinos, and the fastest growing sector of the New American Majority. The ad will be the first Latino-focused ad by an independent group this cycle.
PAC+ is a newly formed national PAC created to flip the balance of power from Red to Blue by harnessing the potential of the demographic revolution. PAC+ is a PAC of many donors, not mega donors, and aggregates annual membership fees from professionals across the country, distributing those resources to strategically selected races in its target states (AZ, CA, NM, TX, OH, and GA).
“Romney has acknowledged that ‘he’s sunk’ if he can’t make inroads with Latinos. We intend to sink him, and to get the rest of the progressive community to join us,” said Steve Phillips, Chairman of PAC+. “PAC+ selected Arizona for the launch of its paid media program to highlight the state’s political significance and its untapped potential to the progressive community, which is not yet convinced of the value of investing resources in this electorate,“ he added.
“This television advertising campaign is the first paid media work that PAC+ will be doing in 2012 and as such is the first salvo in what will be an escalating and sustained effort targeting Latinos in 2012 and beyond. It is the first television ad aimed at a Latino audience to be aired by any independent group thus far,” said Dr. Julie Martinez Ortega, Senior Advisor to PAC+. The advertising campaign will be a state-wide effort in Arizona that includes the Phoenix, Tucson, and Yuma media markets. The ads will air in Spanish and English-language media outlets and on both broadcast and on cable. “We’re still finalizing our fundraising for the ad,” said Martinez Ortega, “but it’ll certainly be in the high five-figures to low six-figures.”
The ad reminds Latinos and Progressive voters about what is at stake if Romney were elected President. It defines Romney for Latinos and Progressive voters by using his own words, in an effort to contrast him with President Obama and thereby motivate them to vote for Barack Obama in November. The ad is being released on the heels of the Romney campaign’s newest ad “Dia Uno”, which attempts to erase his damaging words and actions, which will negatively affect the everyday lives of Latino voters.
“PAC+ will not allow Romney’s history of and continued disrespect of contributions of Latinos to our nation to be erased like an Etch a Sketch by his handlers, especially vis-à-vis Latino voters. Romney’s words reflect his values and Latino voters must know what he truly thinks about the community and with whom he associates himself,” said Phillips. “PAC+’s ad will remind voters of this important fact.”
“It’s very telling that Romney’s Spanish-language ad is nowhere to be found on his website. PAC+ reminds Romney that he can’t have it both ways — excoriating Latinos on one hand, and acting like he’s welcoming them with the other,” said Martinez Ortega. “There is a saying in Spanish, ‘Dime con quien andas, y te dire quien eres’ (“Tell me with whom you associate, and I’ll tell you who you are”) and Romney’s key advisors, allies, and supporters comprise some of the most anti-Latino voices in Arizona and in the country.”
PAC+ was launched on March 21st by a National Board of over 70 community and political leaders in 16 states and is “powered by” PowerPAC.org, a social justice advocacy organization that coordinated the country’s first independent expenditure for Obama in 2007 and conducted a $10 million, 18 state electoral program targeting African American and Latino voters in key states.
Kirk Clay is Senior Advisor at PowerPac