Kamala Harris Backed by $25 Million Campaign Targeting Democrats and Independents

The groups are building a voter outreach effort around a unified message from the left targeting Democrats and independents in battleground states.

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Left-leaning Democratic donors and political strategists have found their messaging options have expanded since Vice President Kamala Harris emerged as the Democratic nominee.

Amplify, a coalition of progressive groups, released its first digital ad supporting Vice President Kamala Harris’s bid for the White House, part of a $25 million voter outreach campaign targeting Democrats and disaffected independents in battleground states.

The ad reflects a unified message from the left that the organizations began testing in the 2022 midterms, and which they say helped blunt what had been expected to be a sweeping victory for Republicans. The 30-second spot casts the November election as a choice between two futures: one in which Americans control their own lives and another in which their freedoms are curtailed by Donald J. Trump and his allies.

The members of the coalition said they plan to spend $1 million on the ad’s release.

The Amplify campaign began this year in coordination with Way to Win, a national hub of left-leaning Democratic donors and political strategists, the ad agency Gutsy Media and more than 200 grass-roots groups, many based in the crucial states of Arizona, Georgia, Michigan, North Carolina, Nevada, Pennsylvania and Wisconsin. The organizations created a digital tool kit and online library of ads, documentary-style first-person stories and stock footage that Democratic organizations, activists and influencers are using to create and disseminate content online and on television.

The digital components center on the campaign’s overarching theme: “Our Freedoms, Our Families, Our Futures.” Democrats at every level of the party, including President Biden, began testing that pitch in 2022, staking a claim to language about freedom and personal liberty often used by Republicans. The theme has been widely used by Democrats since the Supreme Court overturned Roe v. Wade in 2023. Ms. Harris, who has long made discussion of abortion rights a major part of her stump speeches, has also fashioned the freedom theme into a core part of her campaign’s message.

Grecia Lima, the national political director of Community Change Action, which works to build political power among low-income people and is a national partner of Amplify, said her group has used the initiative’s scripts in phone banks and door-knocking outreach, and in a program that pays more than 100 influencers to produce content on Instagram and TikTok.

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