OVERVIEW
As part of our 2020 election strategy, America’s Voice conducted polling in five target states including (1) North Carolina, (2) Texas, (3) Georgia, (4) Florida, and (5) Arizona. The purpose of the polling was to determine how candidates, campaigns, and other advocacy groups should discuss the issue of immigration with persuadable voters in swing states.
We developed ads based on the polling and tested 4-5 ads in each state to see which messages were the most effective. We used our results to create guides for campaigns and coalition partners to run ads during the final months leading up to the election. In addition, we took the top two performing ads in each state and ran our own Facebook ad campaign in the final two weeks before the election.
This report provides a brief overview of the results in each state.
method and results
We targeted left-leaning voters in predominately urban areas, ages 18-65. For consistency purposes in our data we did not narrow our audience based on gender, although most of our polling indicated that women were generally more persuadable in these states. Our targeting decisions were based off of the general polling we did with our partner organizations and our previous Facebook ad campaigns [see links above].
We ran a total of ten ads in five states from October 20, 2020- November 3, 2020. During that period our ads reached a total of just over 871,000 people.
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Arizona
We ran our two top performing ads in Arizona based on our previous campaign in the state. These ads ran from October 20, 2020- November 3, 2020 and reached 111,915 people.
What’s on the Ballot?
The purpose of this ad was to create a predominantly negative feeling towards the incumbent and mention DACA specifically and family separation, the issues that poll most positively in immigration.
Language:
“Senator McSally has done nothing to stop Trump’s cruel and inhumane immigration policies like family separation or the termination of DACA. It’s time to vote out senators who support policies rooted in xenophobia and racism. Vote Senator McSally out this November.”
Magic Ad
The purpose of this ad was to create a predominantly negative narrative around how Senator McSally has handled the pandemic and to associate her policies with Donald Trump.
Language:
“America is strongest when we work together. It’s time to stop the racist and xenophobic rhetoric from politicians like Senator McSally. Vote together this November and vote Senator McSally out.”
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Florida
We ran our two top performing ads in Florida based on our previous campaign in the state. These ads ran from October 20, 2020- November 3, 2020 and reached 138,666 people.
Attacking Immigrants
The purpose of this ad was to push the narrative that Donald Trump has attacked immigrants during the pandemic when many immigrant workers are essential to keeping us afloat during the crisis.
Language:
“Immigrant workers are working hard to fight against the Covid-19 pandemic. But President Trump is trying to deport immigrants and keep them out of the country. He want us to think immigrants are bad for America, so we won’t think about how bad Republicans are at their jobs. Don’t be fooled.”
All of Us
The purpose of this ad was to create a predominantly positive feeling of unity to fight the pandemic, and to call on voters to reject racist scapegoating many GOP candidates have employed.
Language:
“America is strongest when we work together. It’s time to stop the racist and xenophobic rhetoric from politicians like Donald Trump. Vote together this November and vote Donald Trump out.”
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Georgia
We ran our two top performing ads in Georgia based on our previous campaign in the state. These ads ran from October 20, 2020- November 3, 2020 and reached 313,642 people.
Attacking Immigrants
The purpose of this ad was to push the narrative that Senator Perdue has attacked immigrants during the pandemic when many immigrant workers are essential to keeping us afloat during the crisis.
Language:
“Immigrant workers are working hard to fight against the Covid-19 pandemic. But Trump and Senator Perdue are trying to deport immigrants and keep them out of the country. They want us to think immigrants are bad for America, so we won’t think about how bad Republicans are at their jobs. Don’t be fooled.”
What’s on the Ballot?
The purpose of this ad was to create a predominantly negative feeling towards the incumbent and mention DACA specifically and family separation, the issues that poll most positively in immigration.
Language:
“Americans need healthcare, a strong economy, and real safety measures during the pandemic. Instead of finding solutions, Senator Perdue has used xenophobic and racist messaging to divide our state. Vote Senator Perdue out this November.”
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NOrth Carolina
We ran our two top performing ads in North Carolina based on our previous campaign in the state. These ads ran from October 20, 2020- November 3, 2020 and reached 148,624 people.
Magic Ad
The purpose of this ad was to create a predominantly negative narrative around how Senator Tillis has handled the pandemic and to associate his policies with Donald Trump.
Language:
“Americans need healthcare, a strong economy, and real safety measures during the pandemic. Instead of finding solutions, Senator Tillis has used xenophobic and racist messaging to divide our state. Vote Senator Tillis out this November.”
All of Us
The purpose of this ad was to create a predominantly positive feeling of unity to fight the pandemic, and to call on voters to reject racist scapegoating many GOP candidates have employed.
Language:
“America is strongest when we work together. It’s time to stop the racist and xenophobic rhetoric from politicians like Senator Tillis. Vote together this November and vote Senator Tillis out.”
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Texas
We ran our two top performing ads in Texas based on our previous campaign in the state. These ads ran from October 20, 2020- November 3, 2020 and reached 158,904 people.
What’s on the Ballot?
The purpose of this ad was to create a predominantly negative feeling towards the incumbent and mention DACA specifically and family separation, the issues that poll most positively in immigration.
Language:
“Senator Cornyn has done nothing to stop Trump’s cruel and inhumane immigration policies like family separation or the termination of DACA. It’s time to vote out senators who support policies rooted in xenophobia and racism. Vote Senator Cornyn out this November.”
Attacking Immigrants
The purpose of this ad was to push the narrative that Senator Cornyn has attacked immigrants during the pandemic when many immigrant workers are essential to keeping us afloat during the crisis.
Language:
“Immigrant workers are working hard to fight against the Covid-19 pandemic. But Trump and Senator Cornyn are trying to deport immigrants and keep them out of the country. They want us to think immigrants are bad for America, so we won’t think about how bad Republicans are at their jobs. Don’t be fooled.”
