SOCIAL MEDIA TOOLKIT
OUR FREEDOMS
TO EARN A FAIR WAGE
TO CHOOSE OUR OWN FUTURE
TO BREATHE CLEAN AIR
TO THRIVE
TO RETIRE WITH DIGNITY
TO LOVE WHO WE LOVE
TO ACCESS HEALTH CARE
TO VOTE
2
PROTECT
OUR FREEDOMS
EXTRA RESOURCES - PAGE 5
*FREEDOM FOR ALL - A NEW SHORT - PAGE 6
DRAWING THE CONTRAST - PAGE 7
WORK - PAGE 11
ADDITIONAL ADS - PAGE 12� ADDITIONAL ADS (CONT.) - PAGE 13
UPLIFTING DEMOCRATIC ACHIEVEMENTS - PAGE 14
INFRAESTRUCTURA (ESPAÑOL) - PAGE/PÁGINA 17
ADDITIONAL ADS - PAGE 18� ADDITIONAL ADS (CONT.) - PAGE 19
3
3
PROTECT
OUR FREEDOMS
Our freedoms are on the line and on the ballot. We must harness the power of collective action to drive meaningful progress. Democrats are delivering notable wins and real policy victories for families. To continue this momentum and achieve the future we all deserve, we must keep voters engaged. This is a crucial moment to mobilize our base, get them to the polls and equip them with shareable content for persuading swing voters. It’s imperative that we break through the clutter of the feed to reach audiences with our call to: #ProtectOurFreedoms
The ad content here employs a “mobisuasion” approach to break a signal through the noise by mobilizing voters in our base to repeat our persuasive message. Additionally, we have provided a variety of social caption options for these top-testing ads. Further guidance on social media best practices is at the bottom of this document.
#ProtectOurFreedoms
4
4
4
PROTECT
OUR FREEDOMS
Customize these ads with your organization’s logo by filling out our Partner Intake Form. This is required if you want to do a paid digital ad buy using these ads.
Your customized ad content can be shared:
5
PROTECT
OUR FREEDOMS
Our Winning Midterm Narrative: Dive into our messaging imperatives that cast the 2022 midterms as a crossroads to #ProtectOurFreedoms
Protect Our Elections Digital Toolkit: Fight Trump Republicans’ ongoing criminal conspiracy against our nation with our messaging guidance for confronting false election claims and ensuring the will of the people prevails
6
Progress often seems impossible. But WE get to decide what happens next. We always have – and now until November 8th, we will vote for the future we want. Vote to #ProtectOurFreedoms and vote Democrats.
FREEDOM FOR ALL
From Stonewall to Selma to Standing Rock, we the people have pushed America towards a dream of freedom for all.
But there are always those who want to take us backwards, using fear and division to cling to power and take away our freedoms.
WE decide what comes next.
This November, our freedoms are on the ballot. #ProtectOurFreedoms and vote Democrats.
Freedom means freedom to:
❤️ Love who we love
👨👩👧 Decide if and when we grow our families
🗳Vote in elections and have every vote counted
So much is at stake this election. #ProtectOurFreedoms and vote Democrats.
CAPTION 1 (ALL PLATFORMS, ESPECIALLY FACEBOOK)
CAPTION 2 (ALL PLATFORMS, ESPECIALLY INSTAGRAM)
CAPTION 3 (ALL PLATFORMS)
PROTECT
OUR FREEDOMS
FREEDOM FOR ALL A new short
CAPTION 2 (ALL PLATFORMS, ESPECIALLY INSTAGRAM)
CAPTION 3 (ALL PLATFORMS)
This country has been on a long journey. A journey to freedom. A journey that has yet to be fully realized. For too long, freedom has only been for the select few. But we the people spoke up. We fought for what we deserve. Now, once again, our freedoms are at risk by those that cling to power. They want to control our bodies, who we love, and who we elect. We can’t let it happen. Together, we can build a country where all of us are free to thrive. And WE decide what’s possible.
TWITTER LINK (PARTISAN)
INSTAGRAM LINK (PARTISAN)
YOUTUBE LINK (PARTISAN)
FACEBOOK LINK (PARTISAN)
DOWNLOADABLE LINK (PARTISAN / CLEAN)
DOWNLOADABLE LINK (PARTISAN / CAPTIONED)
7
PROTECT
OUR FREEDOMS
DRAWING THE CONTRAST
The ads in Drawing the Contrast show voters what’s at stake this election. Our vote is a clear choice between those who will protect our freedoms and Trump Republicans who seek to destroy our country for their own gain. We won’t let them win – and together, we can elect leaders who will move us forward.
8
DOWNLOADABLE LINK (PARTISAN)
PROTECT
OUR FREEDOMS
WHICH SIDE
Most Americans believe in freedom, fairness and a better future. But a powerful few want to take away our freedoms, rule only for the few and endanger our future.
This November, which side will you be on?
Vote Democrats in November to #ProtectOurFreedoms
CAPTION 1 (FACEBOOK OR TWITTER)
Most of us want our families to be happy, healthy and whole. But Trump Republicans block everything our families need from affordable care, to clean air and water, to common sense gun safety.
This November, vote for Democrats to #ProtectOurFreedoms, our families and our futures.
✅ Democrats respect our freedom to decide if and when we have kids ❌ Trump Republicans want a nationwide ban on abortion, with no exceptions ✅ Democrats want to curb gun violence ❌ Trump Republicans block any policies designed to protect us. Which side are you on? 🇺🇸 #ProtectOurFreedoms and vote Democrats this November.
Trump Republicans planned, paid for and pardoned the attack on our country on January 6th. Which side respects their oath and our freedoms? #ProtectOurFreedoms. Vote Democrats.
CAPTION 2 (FACEBOOK OR TWITTER)
CAPTION 3 (INSTAGRAM OR TIKTOK)
CAPTION 4 (ALL PLATFORMS)
NATIONAL VOTER SAMPLE
GENERIC BALLOT +2.4
DIFFERENTIAL TURNOUT METRICS +1 def voting; -1 check reg
DEM FAVORABILITY +2
“Which Side” draws a stark contrast between what voters believe in and what Trump Republicans do. It frames the act of voting as making a choice about which America we desire: one where liberty, justice and opportunity are for all or one where an authoritarian faction overturns the will of the people and blocks what we need. This political ad was effective in moving viewers on vote choice and helps establish an overarching narrative for this election.
9
NATIONAL VOTER SAMPLE
GENERIC BALLOT +2.5
DIFFERENTIAL TURNOUT METRICS +2 def voting; +2 check reg
DEM FAVORABILITY +0.2
“Protect” uses the catastrophic Supreme Court decision on Roe as a starting point to make voters fully aware of how MAGA Republicans want to take away rights across the board. This political ad proved especially effective at moving respondents on vote choice, especially voters of color.
DOWNLOADABLE LINK (PARTISAN)
PROTECT
OUR FREEDOMS
PROTECT
Democrats believe in protecting your freedoms, from reproductive freedoms to fair elections. But MAGA Republicans want to take them away. Protect your future and vote for Democrats this election.
#ProtectOurFreedoms
CAPTION 1 (ALL PLATFORMS)
Democrats work to safeguard freedoms for all Americans.
Freedom to vote, freedom to retire w/ social security, reproductive freedom — MAGA Republicans want to take them away if they come back into power.
Protect our 🗽freedoms, 👨👩👧👦 families and 🌅futures: vote Democrats.
We must 🚫MAGA Republicans from taking away our freedoms. The future they want: ❌ A nationwide ban on abortion ❌ Gutting Medicare & Social Security ❌ Attacking our freedom to vote. This & more is on the line. The only way we can stop their agenda? 🗳️ Vote for Dems this Nov.
First they came for Roe. What will be next? Our freedoms are in danger at the hands of MAGA Republicans. Share and vote Democrats to #ProtectOurFreedoms.
CAPTION 2 (ALL PLATFORMS, ESPECIALLY TWITTER)
CAPTION 3 (IDEAL FOR INSTAGRAM)
CAPTION 4 (ALL PLATFORMS)
10
“Get Freedom” uses powerful imagery to define freedom through our shared values of abortion access, racial justice, and LGBTQ+ rights. It contrasts those freedoms against images of January 6th and Trump Republicans, activating loss aversion to remind voters that they’re part of the fight for freedom this November.
PROTECT
OUR FREEDOMS
GET FREEDOM
👩👩👦Freedom is lived.
📣Freedom is shared.
🗳 Freedom is for us to defend.
This November, our freedoms are on the line. Vote to #ProtectOurFreedoms.
Alt C-4 final line: Vote for Democrats to #ProtectOurFreedoms.
CAPTION 1 (ALL PLATFORMS, ESPECIALLY INSTAGRAM)
Our freedoms are under attack.
But this November, we have a choice – and together, we can defeat the Trump Republicans trying to impose their will and take away our freedoms.
It’s on all of us to show up and vote 🗳#ProtectOurFreedoms
Alt C-4 final line: It’s on all of us to show up and vote for Democrats to #ProtectOurFreedoms 🗳
DOWNLOADABLE LINK (PARTISAN)
Trump Republicans are attacking our freedoms – to love who we want and make decisions about our own bodies.
But this November, freedom is ours to protect.
Vote for those who will #ProtectOurFreedoms.
Alt C-4 final line: Vote for Democrats to #ProtectOurFreedoms.
We can’t take our freedoms for granted. And this November, we’re all part of the fight.
📋Register to vote
🗳Make a plan for election day on Nov. 8
👩🏻🤝👩🏾Bring a friend along
Together, we can #ProtectOurFreedoms.
Alt C-4 final line: Together, we can elect Democrats and #ProtectOurFreedoms.
CAPTION 3 (ALL PLATFORMS)
CAPTION 4 (ALL PLATFORMS, ESPECIALLY INSTAGRAM)
CAPTION 2 (ALL PLATFORMS)
11
PROTECT
OUR FREEDOMS
WORK
Americans work hard. But Trump Republicans want to rig the system so we don’t get what we earn. #ProtectOurFreedoms and vote for Democrats.
DOWNLOADABLE LINK (PARTISAN)
💪🏽🎉 Working hard at your job
😭😨 but not getting paid fairly for your efforts
😖😡 because Republicans rigged the system…
🤯🤬 …and try to blame immigrants and people of color
🗳👍🏽 Fight back. Vote for Dems. #ProtectOurFreedoms
Most of us believe that people who work for a living ought to earn a living. But Trump Republicans let corporations hold down our wages and deny us benefits while they try to divide us by blaming immigrants, people of color and those struggling to make ends meet.
Vote for Dems to #ProtectOurFreedoms and an economy that works for everyone, not just the rich.
CAPTION 3 (IDEAL FOR INSTAGRAM)
CAPTION 4 (ALL PLATFORMS, PROBABLY TWITTER, DEPENDING ON YOUR AUDIENCE THERE)
NATIONAL VOTER SAMPLE
GENERIC BALLOT +1.2
DEM FAVORABILITY +1.1
GOP UNFAVORABILITY +2.8
Research shows that while Americans value hard work, large majorities also have a sense that the system isn’t fair - and this ad speaks directly to that sentiment. Applying learnings from the Race Class Narrative, it reminds voters that Republicans have rigged the rules for the rich, while trying to get us to point the finger at new immigrants and people of color.
CAPTION 1 (ALL PLATFORMS)
We work hard, and should get to see the benefits, with an economy that �works for everyone. But Trump Republicans have made it so we don’t get what we earn.
Vote for Democrats this election, and vote for all of us.
CAPTION 2 (ALL PLATFORMS)
CAPTION 5 (ALL PLATFORMS)
Many of us are working hard and still struggling to make ends meet. Trump Republicans want us to blame it on immigrants or people of color. But we know the truth. They’ve rigged the rules to divide us, hand kickbacks to corporations and block what we need. Vote for Democrats to ensure people who work for a living can earn a good living and have a good life.
12
PROTECT
OUR FREEDOMS
DOWNLOADABLE LINK (PARTISAN)
“WORK”
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
“JOBS” (*NEW*)
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
“WATCH WHAT THEY DO”
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
DOWNLOADABLE LINK (PARTISAN / VERTICAL - COMING SOON)
“EXTREMISTS”
MORE ADS FOR
DRAWING THE CONTRAST
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
“GOP = GOUGING OUR PRICES” (*NEW*)
13
PROTECT
OUR FREEDOMS
DOWNLOADABLE LINK (PARTISAN)
“FREEDOM” (*NEW*)
DOWNLOADABLE LINK (PARTISAN)
“FIXING A ROOF”
LINK PARA DESCARGAR (PARTIDISTA / HORIZONTAL)
“MIRO LO QUE HACEN” (ESPAÑOL)
MORE ADS FOR
DRAWING THE CONTRAST
“COMMUNITY SAFETY CHECKLIST”
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
“TELENOVELA” (*NEW*)
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
SHAREABLE LINK (COMING SOON)
14
PROTECT
OUR FREEDOMS
UPLIFTING
DEMOCRATIC ACHIEVEMENTS
The ads in Uplifting Democratic Achievements remind voters of the recent successes of the Biden Administration and Congressional Democrats. They highlight the successful infrastructure bill and economic accomplishments, such as the millions of newly created jobs and worker protections. Electing Democrats means electing leaders who are working for us; these ads remind voters of how our vote impacts our everyday lives.
15
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
PROTECT
OUR FREEDOMS
INFRASTRUCTURE
Creating millions of new American jobs each year. Improving and overhauling roads, rail, and transit.
This is all underway, thanks to the Democratic majority in Congress.
To protect this progress, and get even more, vote for Democrats this November.
CAPTION 1 (ALL PLATFORMS, ESPECIALLY TWITTER)
Democrats are improving our roads, transit, and broadband. It’s just one way they’re rebuilding our country for the better.
Protect our futures and #ProtectOurFreedoms. Vote Democrat this November.
Fixing what’s broken? ✔️ That’s just one more reason to vote Democrat.
CAPTION 2 (ALL PLATFORMS, ESPECIALLY FACEBOOK)
CAPTION 3 (INSTAGRAM OR TIKTOK)
CAPTION 4 (INSTAGRAM OR TIKTOK)
LATINO VOTER SAMPLE
GENERIC BALLOT +3.1
DIFFERENTIAL TURNOUT METRICS +2 def voting; +5 check reg
DEM FAVORABILITY +2.2
One of the biggest successes of the Biden administration is Congress passing the massive infrastructure bill. “Infrastructure” highlights Democratic achievements and the promise of even greater gains to come. Tested specifically among Latino voters, this ad proved very persuasive on vote choice and reported intent to vote.
16
PROTECT
OUR FREEDOMS
HERE’S TO YOU
Here’s to the people who fought for progress. Who made their voice heard. Who demanded good jobs. Who held our leaders accountable. The voters. We couldn’t have done it without you. This one’s for you. #ProtectOurFreedoms
DOWNLOADABLE LINK (recommended posting format)
SHAREABLE LINK
CAPTION 1 (ALL PLATFORMS)
Making wealthy corporations pay what they owe us. Cutting healthcare and energy costs. Creating good union jobs. Taking on climate change.
Biden’s Inflation Reduction Bill is a historic step forward.
And it wouldn’t have been possible without everyone who voted Democrat. Keep up the momentum and #ProtectOurFreedoms by voting blue this November.
💪🏽 This is for everyone who dreamed of a better future
📢 The protestors who made their voices heard
👷🏻♀️ The unions of working people who fought for good jobs
🩺 The experts who guided us
🇺🇸 The elected leaders who put our families first
❤️ And to all voters for putting their country first
CAPTION 2 (ALL PLATFORMS)
We have been in a long battle for a better tomorrow. “Here’s To You” honors those we have to thank for our progressive victories, like Biden’s historic Inflation Reduction Act. Those we fought so hard to elect have been able to lay the groundwork for real change. This expansive bill will lower drug and energy costs and do more to tackle climate change than any other legislation in history. But the progress doesn’t stop here. We must use these wins as momentum to mobilize voters for the victories we have yet to achieve.
Most Americans want to ensure a better future for our families. Better jobs and wages. Better protections for our planet. We’ve seen that when we come together, we can win. In 2020, we defeated Trump. This November, we will defeat Trumpism. Vote Democrat.
CAPTION 3 (IDEAL FOR INSTAGRAM OR TWITTER IF SHORTENED)
CAPTION 4 (ALL PLATFORMS)
CAPTION 5 (ALL PLATFORMS)
Biden’s Inflation Reduction Act has been called “the most important climate action in U.S. history.” To everyone who helped make this happen, for every act big and small that got us here: thank you.
17
PROTECT
OUR FREEDOMS
INFRAESTRUCTURA (ESPAÑOL)
✅ Nuevas oportunidades ✅ Un futuro mejor ✅ El voto marca la diferencia.
¿Estás registrado para votar por los Demócratas este noviembre?
CAPTION 1 (ALL PLATFORMS)
Crear millones de puestos de trabajo bien remunerados cada año para que todos avancemos juntos.
Todo ello gracias a la mayoría demócrata en el Congreso.
Protege este progreso y un futuro mejor para nuestras familias. Vota por los Demócratas este noviembre.
¿Arreglar realmente lo que hay que arreglar? 🛠Una razón más para vota por los Demócratas este noviembre.
Los Demócratas están construyendo mejores carreteras y puentes 👏🏽 mejorando las opciones de transporte 👏🏽y garantizando que todas las familias tengan acceso a internet de alta velocidad 👏🏽
Protege el progreso este noviembre votando por los Demócratas.
CAPTION 2 (ALL PLATFORMS, ESPECIALLY INSTAGRAM)
CAPTION 3 (ALL PLATFORMS, ESPECIALLY INSTAGRAM)
CAPTION 4 (ALL PLATFORMS)
Uno de los mayores éxitos de la administración de Biden es la gran ley de infraestructuras. "Infraestructura" destaca los logros demócratas a la vez que inculca la esperanza de que se alcancen mayores logros en el futuro. Probado específicamente entre los votantes latinos, este anuncio se mostró muy persuasivo para crear mayor apoyo para candidatos demócratas y para aumentar la intención de votar.
LINK PARA DESCARGAR (PARTIDISTA / VERTICAL)
LINK PARA DESCARGAR (PARTIDISTA / HORIZONTAL)
18
PROTECT
OUR FREEDOMS
DOWNLOADABLE LINK (PARTISAN/ / HORIZONTAL)
“BIDEN BOOM”
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
“REBUILDING”
LINK PARA DESCARGAR (PARTIDISTA)
“RECONSTRUIR (ESPAÑOL)”
MORE ADS FOR
UPLIFTING DEMOCRATIC ACHIEVEMENTS
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
19
PROTECT
OUR FREEDOMS
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
“DEMOCRATS ON YOUR SIDE”
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
“DELIVERED”
LINK PARA DESCARGAR (PARTIDISTA)
“ENTREGADO (ESPAÑOL)”
MORE ADS FOR
UPLIFTING DEMOCRATIC ACHIEVEMENTS
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
20
PROTECT
OUR FREEDOMS
EMPOWERING
VOTERS
The ads in Empowering Voters remind Americans of our ability to impact our own future in this election. Our basic rights and freedom are under threat from Trump Republicans, but we can take action to stop them to protect our freedoms, families, and futures. These aspirational ads illustrate the power of people coming together for a future where we can all thrive.
21
PROTECT
OUR FREEDOMS
WHAT’S POSSIBLE
Time and again, even when it seemed impossible, we have joined together and changed the world. This November, we’ll do it again. Be a voter.
Alt C-4 final line: Together we can defeat Trumpism. Vote Democrats in November.
CAPTION 1 (ALL PLATFORMS)
What can our collective power accomplish that we never imagined possible? This November, we have our shot. Be a voter. Alt C-4 final line: Be a voter for progress, and vote for Democrats.
🚀🌕 Impossible 60 years ago
🏳️🌈👨🏽🤝👨🏻 Impossible 10 years ago
Together, we can make the impossible possible. Vote this November.
Alt C-4 final line: Vote for Democrats this November.
🤝 When we work together 💪🏽 Good things happen 🌎 Want to create a better future? 🗳 Be a voter
Alt C-4 final line: 🇺🇸 Vote for Democrats this November
CAPTION 2 (TWITTER OR FACEBOOK)
CAPTION 3 (IDEAL FOR INSTAGRAM)
CAPTION 4 (IDEAL FOR INSTAGRAM OR TIKTOK)
From landing on the moon to legalizing marriage for all, we’ve made the impossible possible. “What’s Possible” highlights moments where we’ve defied expectations to make progress as a country. With unity and action, we can forge a better future. This election, we get to decide what’s possible. What other historic wins can we achieve when we team up to vote?
In 2020, we defeated Trump. This November, we will defeat Trumpism.
As voters, we decide what’s possible. #ProtectOurFreedoms
CAPTION 5 (ALL PLATFORMS)
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
22
DOWNLOADABLE LINK (NON-PARTISAN / HORIZONTAL)
DOWNLOADABLE LINK (NON-PARTISAN / VERTICAL)
DOWNLOADABLE LINK (PARTISAN)
CAPTION 4 (ALL PLATFORMS)
This November, vote for a country where everyone has the freedom to be who we are – and thrive, no exceptions.
Alt C-4 final line addition: Vote for Democrats.
PROTECT
OUR FREEDOMS
BREATHE
Together, we can make this a country where everyone can
💨Breathe
🗣Speak
🤸🏿♀️Live
This November, vote to #ProtectOurFreedoms.
Alt C-4 final line addition: Vote for Democrats.
CAPTION 1 (ALL PLATFORMS)
This November, join us in the fight to #ProtectOurFreedoms. The freedom to breathe, to speak, to vote.
Make your plan to vote today 🗳
Alt C-4 final line addition: Vote for Democrats.
Freedom to march. Freedom to protest. Freedom to vote.
This November, vote to #ProtectOurFreedoms.
CAPTION 2 (ALL PLATFORMS)
CAPTION 3 (ALL PLATFORMS)
With powerful imagery, “Breathe” illustrates Black Americans experiencing joy and freedom, connected with exercising our right and freedom to vote. This is what it means to vote this November: protecting everyone’s rights and freedoms so we can breathe, live, speak, and thrive.
23
DOWNLOADABLE LINK (NON-PARTISAN / HORIZONTAL)
DOWNLOADABLE LINK (NON-PARTISAN / VERTICAL)
DOWNLOADABLE LINK (PARTISAN)
CAPTION 4 (ALL PLATFORMS)
Are you ready to #ProtectOurFreedoms this November?
✅Check your voter registration
✅Make your plan to vote
✅Tell a friend
We can’t let the bad guys win 🙅♀️
Alt C-4 final line addition: Vote for Democrats.
PROTECT
OUR FREEDOMS
SUPERHUMAN
This November, vote to #ProtectOurFreedoms.
Alt C-4 final line: This November, vote for Democrats to #ProtectOurFreedoms.
CAPTION 1 (ALL PLATFORMS)
With our freedoms on the ballot this November, you don’t have to wear a cape to be a superhero 🦸🏻♀️ You just have to vote 🗳 #ProtectOurFreedoms
Alt C-4 final line: You just have to vote for Democrats.
This November, our freedoms are on the line. We need to protect the freedom for *everyone* to live our dreams – no matter our colors or genders. Make your plan to vote today.
Alt C-4 caption: This November, our freedoms are on the line. We need to vote for Democrats to protect the freedom for *everyone* to pursue our dreams – no matter our colors or genders. #ProtectOurFreedoms
CAPTION 2 (ALL PLATFORMS)
CAPTION 3 (ALL PLATFORMS)
“Superhuman” shows what’s at stake this election: the freedom to live out our dreams, for us and our families. This ad is a feel-good rally cry to get out the vote. Told from a child’s perspective, “Superhuman” sets up the contrast between those who support freedom and the bad guys who want to take away our rights.
24
DOWNLOADABLE LINK (NON-PARTISAN)
CAPTION 4 (ALL PLATFORMS)
This November, vote for the world you want for the next generation. Vote to #ProtectOurFreedoms.
Alt C-4 final line addition: Vote for Democrats.
PROTECT
OUR FREEDOMS
LETTER TO MY SON
This November, our future is at stake. You can help.
Show up to the ballot box and vote to #ProtectOurFreedoms 🗳
Alt C-4 final addition: Vote for Democrats.
CAPTION 1 (ALL PLATFORMS)
Our children’s futures are on the ballot.
But together we can #ProtectOurFreedoms.
This November, show up to vote – and bring a friend.
Alt C-4 final line: This November, show up to vote for Democrats – and bring a friend.
We all want our children to grow up in a world where everyone works together to make things better 🌎
And you can help.
This November, vote for real leaders who will #ProtectOurFreedoms.
Alt C-4 final line: This November, vote for Democrats to #ProtectOurFreedoms.
CAPTION 2 (ALL PLATFORMS)
CAPTION 3 (ALL PLATFORMS)
What is one way we protect our children’s futures? We vote. “Letter to My Son” is a personal exchange from a mother to her son, Lucas. She shares her hope for a future where everyone works to make the world better together, and recognizes that one way she can protect that dream for her son is by voting this November.
25
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
CAPTION 4 (ALL PLATFORMS)
📣 We advocate for our communities.
🪧 We march for change.
🤝 We work together.
That’s why this November, we’re going to vote to #ProtectOurFreedoms.
Alt C-4 final line addition: That’s why this November, we’re showing up to vote for Democrats and #ProtectOurFreedoms
PROTECT
OUR FREEDOMS
COUNT ON US
Most of us want the same things for our communities — a vibrant and healthy place where people of all backgrounds can thrive 🌱
That’s why this November, we’re showing up to vote and #ProtectOurFreedoms 🗳
Alt C-4 final line: That’s why this November, we’re showing up to vote for Democrats and #ProtectOurFreedoms 🗳
CAPTION 1 (ALL PLATFORMS)
We march. We protest. We fight for our communities.Trump Republicans are trying to divide us – but we see right through them.
And this November, it’s time to turn up and turn out to #ProtectOurFreedoms.
Alt C-4 final line: And this November, it’s time to turn up and turn out to vote for Democrats.
Trump Republicans are trying to divide and control us – but we see right through them.
Together we’re working for our communities. Together, we count on us.
That’s why this November, we’re showing up to vote and #ProtectOurFreedoms 🗳
Alt C-4 final line: That’s why this November, we’re showing up to vote for Democrats 🗳
CAPTION 2 (ALL PLATFORMS)
CAPTION 3 (ALL PLATFORMS)
Most of us want our communities to thrive, and will show up for each other to make this possible. “Count on Us” focuses on the young leaders taking action towards a better future – from marching and organizing to showing up at the voting booth. This ad rejects division brought on by Trump Republicans and calls on everyone to turn out to vote this November.
DOWNLOADABLE LINK (NON-PARTISAN / HORIZONTAL)
26
CAPTION 4 (ALL PLATFORMS, ESPECIALLY INSTAGRAM)
🇺🇸 Freedom
🏆 Opportunity
🤝 A fair shot at a better life
That’s why most people move, including immigrant Americans.
Vote Democrats to #ProtectOurFreedoms - and deliver them for all of us.
PROTECT
OUR FREEDOMS
PEOPLE MOVE (*NEW*)
Most of us will do whatever it takes to make a better life, even moving for better jobs or schools. Immigrant Americans move here *because* we’re supposed to be the land of the free, with opportunity for all. Let’s vote to make it that way. #ProtectOurFreedoms
CAPTION 1 (ALL PLATFORMS)
We’re supposed to be the land of the free — but this November, our freedoms are under threat from MAGA Republicans trying to divide us.
Vote for Democrats to #ProtectOurFreedoms.
All Americans deserve to have our freedoms protected. Freedom and opportunity for all — that’s the foundation of our country, and why so many immigrant Americans chose to move here.
But MAGA Republicans are trying to take that away. We need to turn out and vote for Democrats to #ProtectOurFreedoms.
CAPTION 2 (ALL PLATFORMS, ESPECIALLY TWITTER)
CAPTION 3 (ALL PLATFORMS)
“People Move” illustrates the ways most of us seek to build a better life for ourselves and our families, from working hard to moving for better education and employment opportunities. It reminds viewers that immigrant Americans move here for the same reasons, seeking freedom and opportunity – and why we must vote to #ProtectOurFreedoms. In testing, this ad mobilized voters in our audiences, making clear that we can effectively message in our frame across issues in this election.
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
27
PROTECT
OUR FREEDOMS
DOWNLOADABLE LINK (NON-PARTISAN / HORIZONTAL)
“GANG BACK”
DOWNLOADABLE LINK (NON-PARTISAN)
“LETTER TO MY DAUGHTER”
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
DOWNLOADABLE LINK (NON-PARTISAN)
“WE KNOW WHAT KEEPS US SAFE”
MORE ADS FOR
EMPOWERING VOTERS
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
28
PROTECT
OUR FREEDOMS
DOWNLOADABLE LINK (NON-PARTISAN / VERTICAL)
DOWNLOADABLE LINK (PARTISAN)
“HONEST EDUCATION”
DOWNLOADABLE LINK (NON-PARTISAN)
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
“SOCIALISM”
LINK PARA DESCARGAR (PARTIDISTA)
“SOCIALISMO” (ESPAÑOL)
MORE ADS FOR
EMPOWERING VOTERS
DOWNLOADABLE LINK (NON-PARTISAN / HORIZONTAL)
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
“OPPORTUNITY FOR ALL”
DOWNLOADABLE LINK (NON-PARTISAN / HORIZONTAL)
DOWNLOADABLE LINK (NON-PARTISAN / VERTICAL)
29
PROTECT
OUR FREEDOMS
DOWNLOADABLE LINK (NON-PARTISAN / HORIZONTAL)
“ZOMBIES” (*NEW*)
MORE ADS FOR
EMPOWERING VOTERS
DOWNLOADABLE LINK (NON-PARTISAN / HORIZONTAL)
DOWNLOADABLE LINK (NON-PARTISAN / VERTICAL)
“ALL THE WAY DOWN” (*NEW*)
30
PROTECT
OUR FREEDOMS
DOBBS AND ABORTION CARE
The ads in Dobbs and Abortion Care connect the attack on reproductive rights to our broader narrative of protecting our freedoms this election. Four out of five American support abortion in all or most cases, and these ads share personal stories and moments around those decisions. We want to remind voters that protecting access to abortion is about protecting people we love, and protecting our freedoms.
31
PROTECT
OUR FREEDOMS
FAITH
Meet Juvenita: a Texas woman of deep faith. Juvenita is voting for Democrats this election, because she believes a woman’s decisions are between her, her doctor, and God.
CAPTION 1 (ALL PLATFORMS)
“[An abortion] is a decision between her, her doctor, and God.”
Protect reproductive rights and #ProtectOurFreedoms. Vote Democrat this November..
“I tell my daughters, ‘Take care of yourselves — you never know.’”
Juvenita has always been a woman of faith.. And she knows a woman should be free to make her own decisions about her family and her future.
Juvenita will #ProtectOurFreedoms and vote for Democrats this November.
“It’s not my place to tell a woman if she can have an abortion or not. That’s a decision between her, her doctor, and God.”
Watch Juvenita’s story and share to #ProtectOurFreedoms.
CAPTION 2 (INSTAGRAM OR TWITTER)
CAPTION 3 (TWITTER OR FACEBOOK)
CAPTION 4 (INSTAGRAM OR TIKTOK)
LATINO VOTER SAMPLE
GENERIC BALLOT +3.8
DIFFERENTIAL TURNOUT METRICS +0 def voting; +4 check reg
DEM FAVORABILITY +4.2
“Faith” tells one woman’s story of balancing her religious beliefs with her conviction that people should be free to make their own decisions about their families and their bodies. “Faith” asks religious audiences to consider who should be the true authority over people’s freedoms, families, and futures. For the Latino voters among whom it was tested, it proved especially effective at moving them on vote choice and Democratic favorability.
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
32
PROTECT
OUR FREEDOMS
SOMEONE YOU LOVE
Many of us have watched someone we love struggle with a pregnancy. #ProtectOurFreedoms and protect someone you love, no matter what happens in their future. Vote Democrats in November.
CAPTION 1 (ALL PLATFORMS)
If someone you love needs an abortion someday, will they get to decide, or will politicians? Share this to let people know we must protect our families and #ProtectOurFreedoms.
Alt C-4 final line: Vote Democrat this election to protect our families and #ProtectOurFreedoms.
3️⃣reasons someone you ❤️ might need an abortion:
➡️It’s not right for them
➡️They’re too sick to carry
➡️The pregnancy can’t survive
#ProtectOurFreedoms to make decisions about our families and our futures. Vote Democrats in November.
4 out of 5 Americans support abortion in all or most cases. What will happen when someone you love needs one?
Additional tested captions in the Someone You Love Toolkit
CAPTION 2 (ALL PLATFORMS)
CAPTION 3 (INSTAGRAM OR FACEBOOK)
CAPTION 4 (ALL PLATFORMS)
What will happen when someone you love needs an abortion someday? Four out of five Americans support abortion in all or most cases, and yet Trump Republicans have begun to rip away our freedom to decide when and if we have children. This ad makes the issue of abortion deeply personal, educating voters not yet fully supportive of abortion care on why it matters and moving our base to take action.
DOWNLOADABLE LINK (PARTISAN / VERTICAL)
DOWNLOADABLE LINK (PARTISAN / HORIZONTAL)
33
DOWNLOADABLE LINK (NON-PARTISAN)
PROTECT
OUR FREEDOMS
LETTER TO MY DAUGHTER
When it comes to our freedoms, our country should be moving forward ➡️ not backwards ⬅️
This November, vote to #ProtectOurFreedoms and protect the future for each and every daughter.
Alt C-4 final addition: Vote for Democrats.
CAPTION 1 (ALL PLATFORMS)
This November, our reproductive rights and freedoms are on the ballot.
We can’t go back.
Vote to #ProtectOurFreedoms and ensure the next generation can make their own decisions about their bodies.
Alt C-4 final line: Vote for Democrats to #ProtectOurFreedoms and ensure the next generation can still make their own decisions about their bodies.
Our country is at a crossroads, and our freedoms under attack.
This November, vote to protect our future 🗳Vote to #ProtectOurFreedoms.
Alt C-4 final line: Vote for Democrats to #ProtectOurFreedoms.
“I want you to live in a country where you have the freedom to make decisions about your own body.”
This November, vote to #ProtectOurFreedoms for the next generation.
Alt C-4 final addition: Vote for Democrats.
CAPTION 2 (ALL PLATFORMS)
CAPTION 3 (ALL PLATFORMS)
CAPTION 4 (ALL PLATFORMS)
As a mother thinks about the future she wants for her child, she acknowledges her fear that her daughter won’t have the same rights and freedoms that she did to make choices about her body. In “Letter to My Daughter,” she promises to vote to protect freedom for her child. While the future may feel overwhelming, right now she knows she can take action by voting in November.
34
PROTECT
OUR FREEDOMS
ALGUIEN QUE AMAS (ESPAÑOL)
Muchos de nosotros hemos visto a alguien que amamos enfrentar dificultades en un embarazo. Todos queremos que pase lo que pase, tengamos la libertad de recibir el cuidado médico que necesitamos. Y votar por los Demócratas en noviembre es una gran manera de proteger nuestras libertades. .
CAPTION 1 (ALL PLATFORMS)
El amor es un verbo. Demuestra a alguien que amas que apoyas a su derecho de tomar decisiones sobre su salud, su familia y su futuro votando por los Demócratas en noviembre.
Algún día, alguien que amas podría necesitar un aborto. ¿Podrán decidir ellos o algunos políticos? Comparte esto para que la gente sepa que debemos proteger nuestra libertades y votar por los Demócratas en estas elecciones.
La decisión de abortar puede ocurrir por muchas razones y es personal. Mantengamosla así votando por los Demócratas en noviembre.
CAPTION 2 (INSTAGRAM OR TIKTOK)
CAPTION 3 (ALL PLATFORMS, ESPECIALLY TWITTER OR INSTAGRAM)
CAPTION 4 (ALL PLATFORMS)
Alguien que amas puede necesitar un aborto algún día. ¿Serán ellos los que decidan, o algún político? Este anuncio toca el tema de forma profundamente personal, educa a los votantes que aún no apoyan plenamente el aborto sobre su importancia y mueve a nuestra base a actuar para proteger este derecho.
LINK PARA DESCARGAR (PARTIDISTA / VERTICAL)
LINK PARA DESCARGAR (PARTIDISTA / HORIZONTAL)
35
LINK PARA DESCARGAR (PARTIDISTA)
PROTECT
OUR FREEDOMS
FE (ESPAÑOL)
Conoce a Juvenita, una abuela de Tejas que cree que las decisiones de una mujer son entre ella, sus médicos y Dios. Ella va a votar por los Demócratas este noviembre porque quiere proteger esa decisión.
CAPTION 1 (ALL PLATFORMS)
"[Un aborto] es una decisión entre ella, su médico y Dios"
Protege las decisiones de una mujer que amas. Protege nuestras libertades.
"No me corresponde decir a una mujer si puede abortar o no. Esa es una decisión entre ella, su médico y Dios".
Juvenita es una abuela de Tejas que vota para proteger nuestra libertades en noviembre votando por los Demócratas.
"Soy creyente – siempre lo he sido. Y les digo a mis nietas: 'cuídense. Nunca se sabe.'"
Conoce a Juvenita, una abuela de Tejas que también cree que una mujer debe de ser libre de tomar sus propias decisiones sobre lo que es mejor para ella, su familia y su futuro.
Juvenita va a votar en noviembre para proteger nuestras libertades votando por los Demócratas.
CAPTION 2 (ALL PLATFORMS, ESPECIALLY INSTAGRAM OR TWITTER)
CAPTION 3 (ALL PLATFORMS)
CAPTION 4 (FACEBOOK)
"Fe" nos cuenta la historia de una mujer que compagina sus creencias religiosas con su convicción de que las mujeres deben de ser libres de tomar sus propias decisiones sobre sus familias y su salud. "Fe" pide al auditorio creyente que considere quién debe ser la verdadera autoridad sobre las libertades, las familias y el futuro de las personas. En el caso de los votantes latinos entre los cuales se probó este anuncio, resultó especialmente eficaz para moverlos en su preferencia de voto y la favorabilidad demócrata.
36
DOWNLOADABLE LINK (NON-PARTISAN)
DOWNLOADABLE LINK (PARTISAN)
“OUR RIGHTS,
OUR FREEDOMS,
OUR FUTURES”
PROTECT
OUR FREEDOMS
MORE ADS FOR
DOBBS AND ABORTION CARE
37
PROTECT
OUR FREEDOMS
ESPAÑOL
Desde 2020, hemos visto cuánto esfuerzo se necesita para reconstruir una comunidad. Cuando las cosas se pusieron difíciles, nos presentamos los unos por los otros. Los siguientes anuncios recuerdan a los votantes de habla hispana del progreso que hemos hecho juntos y que está en juego en estas elecciones. Queremos involucrarnos con los votantes latinos para recordarles del impacto que el pueblo unido y votando para un futuro mejor puede tener en crear un cambio verdadero.
38
PROTECT
OUR FREEDOMS
LINK PARA DESCARGAR (PARTIDISTA / HORIZONTAL)
“ALGUIEN QUE AMAS”
LINK PARA DESCARGAR (PARTIDISTA)
“ENTREGADO”
LINK PARA DESCARGAR (PARTIDISTA)
“FE”
LINK PARA DESCARGAR (PARTIDISTA / HORIZONTAL)
“INFRAESTRUCTURA”
ANUNCIOS
LINK PARA DESCARGAR (PARTIDISTA / VERTICAL)
LINK PARA DESCARGAR (PARTIDISTA / VERTICAL)
39
PROTECT
OUR FREEDOMS
“MIRO LO QUE HACEN”
LINK PARA DESCARGAR (PARTIDISTA)
“RECONSTRUIR”
LINK PARA DESCARGAR (PARTIDISTA)
“SOCIALISMO”
ANUNCIOS
LINK PARA DESCARGAR (PARTIDISTA / HORIZONTAL)
LINK PARA DESCARGAR (PARTIDISTA / VERTICAL)
40
PROTECT
OUR FREEDOMS
SOCIAL MEDIA GUIDELINES
41
PROTECT
OUR FREEDOMS
42
PROTECT
OUR FREEDOMS
43
PROTECT
OUR FREEDOMS