While the Democratic National Convention was under way in Chicago, the Harris-Walz campaign released two new ads aimed at reaching Asian American, Native Hawaiian, and Pacific Islander (AANHPI) voters across the battlegrounds who are poised to play a pivotal role in this election.
The pair of television and digital spots – “Reduced” and “The Seal” – are the first ads specific to AANHPI communities launched by the campaign since Vice President Kamala Harris became the Democratic nominee for president and feature the voices of Rozita and Terry, two trusted community leaders who share their fears about a second Trump term.
The ads aired in Arizona, Georgia, Michigan, North Carolina, Nevada, Pennsylvania, and Wisconsin as part of a broader and historic $90 million paid media buy for the last three weeks of August. In addition to outlets including The Filipino Channel (TFC), Crossings TV, 3HmongTV, Nyob Zoo, SBS Television Korea, TVB USA, Hon Viet TV, GEO TV, ARY, SBTN, Zee TV, NTV, and ATN Bangla, the ads will run on Meta, Snap, YouTube, Connected TV, iHeart Radio, Pandora, and elsewhere online to reach these key voters.
In “Reduced,” Rozita focuses on Donald Trump’s calls to “terminate” health care protections from the Affordable Care Act that have been implemented by the Biden-Harris Administration, which have helped to reduce the AANHPI uninsured rate by 63%.
In “The Seal,” Terry shows the stark contrast between Harris’ continued record of fighting for AANHPI communities and Trump’s incitement of anti-Asian hate during the COVID-19 pandemic. The ad features Harris’ keynote remarks at the Asian and Pacific Islander American Vote (APIAVote) Presidential Town Hall on July 13, where she spoke directly with AANHPI voters about the stakes of the election and the dangers of Trump’s Project 2025 agenda.
“These new ads remind Asian American, Native Hawaiian, and Pacific Islander voters that the choice in this election is clear for our communities,” said Harris-Walz AANHPI Spokesperson Andrew Peng. “Vice President Harris is working to lower the costs of healthcare — having already capped insulin at $35 per month for over 2 million AANHPI seniors — while Trump promises to tear critical protections away.
“And while the vice president continues to fight relentlessly to keep our families safe, Donald Trump actively encourages anti-Asian hate and remains an active danger to our families and freedoms. Leaders like Rozita and Terry know how much AANHPI communities suffered during Trump’s first term — and that a second term would be far worse.”
“Reduced” and “The Seal” are the latest investments by Team Harris-Walz in paid media to reach the diversity of AANHPI communities. Following the launch of the campaign’s national AANHPI organizing and engagement program in early July, Team Harris-Walz has also hired additional staff dedicated to AANHPI voter outreach and is planning a number of culturally specific direct voter contact activities across the battleground states, including in-language canvassing and phone-banking.