A recent study reveals that campaign ads focusing on uplifting immigrant stories are more effective at swaying voters toward down-ballot Democrats than those emphasizing border security. The research, conducted by ASO Communications and Way To Win, involved 5,197 adults who viewed various immigration-related ads, including Vice President Harris’s “Tougher” ad and a contrasting ad from former President Trump.
Among the ads analyzed, “People Move” and “Love Makes a Family,” funded by the Way To Win Action Fund, stood out. These ads framed migration in relatable terms, suggesting that moving for a better life is a universal experience. Anat Shenker-Osorio, a messaging expert, highlighted that ads should resonate with everyday Americans by framing immigration as an issue of freedom.
The study found that viewers of the “Tougher” ad were more likely to express intent to vote for Harris compared to those who saw Trump’s ad. However, the Way To Win ads performed better in influencing House and Senate voting preferences, trust in Democrats on immigration, and overall approval of Harris. Notably, the “People Move” ad significantly increased viewers’ likelihood to vote.
Shenker-Osorio pointed out that Democrats must counter fear-based narratives around immigration by focusing on personal freedoms and explaining the reasons behind migration. She criticized the Democratic support for a failed bipartisan border security bill, arguing it confuses voters about the party’s stance.
The failed bill has been a tool for the Harris campaign to criticize Trump for prioritizing his political interests over collaboration. However, it remains unpopular among immigration advocates and has caused friction with the Congressional Hispanic Caucus (CHC), which demands to be involved in any future negotiations.
Shenker-Osorio emphasizes that a proactive messaging strategy can better help voters connect with immigrant experiences. She believes that framing migration as an act of courage and resilience is essential, rather than portraying it as a plea for help. By addressing the underlying issues honestly and countering negative narratives, Democrats can better engage voters and foster understanding around immigration.
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