Exclusive: Pro-Biden group launches Hispanic ad campaign

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A political advocacy group created to support President Biden’s agenda launched an ad campaign on Tuesday that targets Hispanic voters in Pennsylvania, Arizona and Nevada.

The Building Back Better campaign invested $1 million for the ads, designed to promote Biden’s policies among the Latino electorate in crucial battleground states.

The bilingual ads, which are set to run on TV, radio and the web, focus on Biden’s social policies, including health care and child care, and the economy.

“The Build Back Better agenda is the largest investment in working families in a generation,” said Mayra Macías, Building Back Together’s chief strategy officer.

“From lowering the costs of health care and child care to ensuring our families breathe clean air, this agenda will have a big impact on Latino families across the country. Over the coming weeks, we will continue to communicate directly with the Latino community about how the Build Back Better agenda benefits them,” added Macías.

All six ads feature Latinas giving testimonials about how Biden policies have helped their bottom line at work and at home.

A Spanish-language ad aired in Pennsylvania touts the Biden administration’s child tax credit policy, which increased the amount of the credit, doled out the payments monthly and expanded the number of families below the poverty line eligible to receive payments.

In the ad, a woman named Stephanie from Philadelphia describes the difficulties she had working from home while home-schooling because of the pandemic.

“I used the child tax credit to make sure I had paid medical insurance for my daughter and that I had power and water at home,” says Stephanie in Spanish.

“Latinos have to keep pushing and fighting. Joe Biden is helping our communities. If you need help, there is help,” adds Stephanie.

The ads come as the Biden administration faces its most dire political challenges since entering office, with many of the social programs that drove the president’s early popularity set to end as pandemic relief funding dries out.

Biden and his allies in Congress want to pass a bipartisan infrastructure bill that has already cleared the Senate,as well as a historic $3.5 trillion budget that would include many of the programs that drove the administration’s early momentum.

An English-language ad set in Arizona features Christina, a single mother in Phoenix who said child care costs forced her to ask friends and family for financial support.

“The child care policies that Joe Biden is putting in place are helping everybody, not just me,” says Christina in the ad.

Child care is among the most controversial additions to the $3.5 trillion budget, but it’s a central part of Biden’s proposal to expand “human infrastructure.”

The ads also include some focused on the economy to run in all three states, touting how the administration’s human infrastructure proposals can help stimulate the economy. 

Each ad is tailored to its state, with different accents and dialects in Spanish. Stephanie, the mother from Philadelphia, has a Puerto Rican accent, while Regina, a restaurant owner featured in a Nevada ad, has a distinctly Mexican accent.

The focus on economic and social messages is consistent with historic trends among Hispanic voters, who tend to prioritize health care, the economy and education.

Tags Build Back Better Child care Healthcare Hispanic voters Infrastructure Joe Biden
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