Trump campaign has spent millions on anti-trans ads
Massive Spending on Targeted Ads
In the lead-up to the upcoming election, the campaign of former President Donald Trump and his allies have invested tens of millions of dollars in ads focusing on transgender rights. According to data from AdImpact, the Trump campaign has poured over $19 million into two TV ads, which have been broadcast nearly 55,000 times since the beginning of October. Additionally, Make America Great Again Inc., a super PAC backing Trump, spent more than $1.1 million on a similar ad, airing over 6,000 times during the same period.
Target Audience and Message
These ads, which are strategically airing in key battleground states and during NFL and college football games, emphasize controversial issues like taxpayer-funded gender transitions for incarcerated individuals and immigrant detainees. The ads use Vice President Kamala Harris’ 2019 comments supporting access to gender-affirming surgery for transgender inmates. One ad starkly contrasts Harris’ stance with Trump’s, stating: “Kamala is for they/them. Trump is for you.”
However, Harris’ communication director, Michael Tyler, pointed out that her stance on the issue, as reflected in a 2019 American Civil Liberties Union questionnaire, is not part of her current platform. Despite this clarification, the ads aim to draw a sharp distinction between Harris and Trump.
Polls on Transgender Issues and Voter Priorities
Recent polling suggests that while transgender rights are not a top issue for most voters, they remain a point of division. Only 38% of respondents in a Gallup poll indicated that transgender rights were extremely or very important in influencing their vote this November. Furthermore, a 2023 Gallup survey showed a growing majority of Americans favoring restrictions on transgender athletes, with only 26% supporting their participation in sports teams that align with their gender identity.
Despite the focus on transgender issues, voters have consistently prioritized other topics like the economy, abortion, and immigration. Still, the Trump campaign is betting that this issue will have an impact as Election Day approaches.
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Campaign Strategy
Chris LaCivita, one of Trump’s co-campaign managers, told NBC News that while Democrats are avoiding the topic of transgender rights, the Trump team plans to highlight it as a key point. Trump frequently mentions keeping “men out of women’s sports” at his rallies, where the line is often met with loud applause. Other Republican candidates have also used the topic to criticize Democrats, especially in key Senate races.
Ads as a Mobilizing Tool
Cameron Shelton, a political economy professor, noted that ads typically don’t change minds but rather reinforce existing beliefs, potentially boosting voter turnout. He explained that Republicans are trying to find common ground on transgender rights, hoping to sway voters on other issues by reminding them of this shared stance.
Human Rights Campaign Pushback
Despite the heavy spending on these ads, the Human Rights Campaign has argued that anti-transgender messaging has not been successful in previous elections. Spokesperson Brandon Wolf highlighted past failures of similar ads in Senate, gubernatorial, and ballot races, stating, “Anti-trans attacks don’t work.” He expressed confidence that voters will reject these tactics again this November.
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