We've got to make sure megatons of people see this ad, especially now that the presidential race has really tightened.1
As I mentioned a couple days ago, MoveOn made an important discovery in the course of our intensive research this summer: A key bloc of swing voters appear to be most strongly persuaded to vote against Trump when they are confronted with the threat of his finger on the nuclear button.2
As a part of this research effort, our Video Lab made an ad, ran the video online to show it to voters in swing states, and teamed up with researchers at the Analyst Institute to study its effectiveness—and the results blew us away.
In our controlled study, men over the age of 30 who watched our video about Trump's finger on the nuclear button were seven percentage points more likely to support Clinton over Trump, compared to those who didn't watch the ad.
A seven-point swing among Trump's core of supporters is HUGE. If this holds, it's a massive opportunity to chip away at Trump's advantage in battleground states—if it's fresh in voters' minds as they enter the voting booth.
But we have to act fast. With Election Day now around the corner, more and more of the best ad space for reaching swing voters is getting bought up—especially for the days immediately before, when it matters the most.
You can bet that Trump will do everything he can in this final sprint to avoid reminding people that these are the stakes.
But if we can get this ad out, right when it counts most, we can make sure nobody forgets. Our digital ad purchasers are at their computers right now, watching the choicest ad inventory in key swing states get gobbled up by the hour. Can you chip in $2.70 now?
Thanks for all you do.
—Ben W., Milan, Iran, Jayne, and the rest of the team
Want to support our work? Senator Elizabeth Warren says, "I'm so enthusiastic about MoveOn's smart and targeted plan to hire a network of organizers in key battleground states to mobilize and train volunteers to knock on hundreds of thousands of doors. It's bold and ambitious—and exactly what is needed to help swing Senate races, resoundingly defeat Donald Trump, and give Democrats a fighting chance to take back the House." Will you chip in to help make it all possible?
PAID FOR BY MOVEON