Team Harris-Walz Launches New Paid Ad Campaign on Trump's Project 2025
Project 2025 Ad Series Will Reach Voters Between Now and Election Day, Zero-In on Trump’s Efforts to Consolidate Power, Threats to Reproductive Freedom, Department of Education, and More
Comes Alongside Aggressive Online and Organizing Efforts Around Project 2025 in Battleground States
In the run up to the September 10 ABC Presidential Debate, Team Harris-Walz is launching a new paid media campaign focused on the dangers of Trump’s Project 2025. Fueled in large part by the $370 million in paid media that Team Harris-Walz has reserved between Labor Day and Election Day, battleground voters will hear every single day about the existential danger Trump’s Project 2025 agenda poses to American democracy, freedom, and the middle class.
The Project 2025 ad campaign begins tomorrow on TV and digital across battleground states and the Palm-Beach-Fort Pierce media market, with “Control.” Using Trump’s own words, “Control” puts a spotlight on how Trump will be even more extreme and dangerous in a second term, wielding power “aggressively” to “go after” his political rivals as “the most powerful president ever,” giving him the power to fire civil servants and seek vengeance, make severe cuts to Medicare and Social Security, defund the Department of Education, and even allow states to monitor women’s pregnancies. With the Supreme Court’s decision to give him virtually unlimited immunity to do whatever he wants as president, Donald Trump’s campaign of revenge and retribution is not just empty rhetoric, but threats that he intends to make good on.
“Donald Trump’s Project 2025 agenda is a threat to every value that Americans hold dear. From cutting Social Security and Medicare to defunding the Department of Education, banning abortion nationwide, and using the power of the presidency to seek vengeance against his political rivals, there are no limits to the extreme steps Donald Trump will take if he wins,” said Harris-Walz Principal Deputy Campaign Manager Quentin Fulks. “While Vice President Harris and Governor Walz are barnstorming the battlegrounds ahead of the debates presenting a vision on how to bring America forward, our campaign is going to take every opportunity to lay out in stark contrast Donald Trump’s dark and extreme vision for this country. On September 10, Donald Trump will be forced to answer for his ties to Project 2025, but our campaign won’t waste a minute communicating to the voters who will decide this election every single day before and after – because the stakes are far too high this November. ”
The new ads come as the Harris-Walz campaign has been running a robust online and on-the-ground effort to cement the choice for battleground voters this November between Vice President Harris’ vision for a new way forward and Donald Trump’s Project 2025 agenda. Across social channels, Team Harris-Walz has been relentless in lifting up the dangers of Project 2025, and making sure it breaks through to voters who may not be tuned into political coverage. For example, on TikTok 70% of viewers of Project 2025 content came from their For You page in June – and not because they followed the campaign. Project 2025 content also garnered 11 million impressions across @KamalaHQ accounts during the convention alone, and has remained in the top 5 of best performing topics across social platforms since our accounts began posting about it. On the ground, Team Harris-Walz has consistently held events underscoring the threats of Project 2025 across the battlegrounds, including this week in Michigan, Wisconsin, and Pennsylvania as Trump and Vance are campaigning there.
The more Americans learn about Trump’s Project 2025 agenda, the more unpopular it gets. Recent polls found that between 70 and 80 percent of Americans had already heard about Project 2025. Even Trump and Republicans concede “Project 2025 is an unmitigated polling disaster.”
“Control” is part of Team Harris-Walz’s historic $370 million in digital and television advertising reservations between Labor Day and Election Day, including in shorter versions. In addition to buying advertising directly in key battlegrounds, the campaign is also placing a significant eight figure investment in national TV placements. Those ads will air in every market across the country. National buys also allow us to maximize paths to 270 by reaching beyond the core battlegrounds.
NARRATOR: Donald Trump’s back.
And he’s out for control.
TRUMP: “I would have every right to go after them.”
NARRATOR: Complete control.
TRUMP: “I will wield that power very aggressively.”
NARRATOR: And he has a plan to get it.
TRUMP: “Detailed plans for exactly what our movement will do.”
NARRATOR: It’s called Project 2025.
A 922-page blueprint to make Donald Trump the most powerful president ever.
Overhauling the Department of Justice … giving Trump the unchecked power to seek vengeance.
Eliminating the Department of Education and defunding K-12 schools.
Requiring the government to monitor women’s pregnancies and severe cuts to Medicare and Social Security.
Donald Trump may try to deny it, but those are Donald Trump’s plans.
TRUMP: “Well revenge does take time. I will say that. And sometimes revenge can be justified.”
NARRATOR: He’ll take control. We’ll pay the price.
VICE PRESIDENT HARRIS: I’m Kamala Harris and I approve this message.
