NAACP launches campaign to boost Black voter turnout

The NAACP announced a $3.75 million radio advertising effort Tuesday to ensure Black voters cast their ballots in swing states.

The organization bought ads in battleground states such as Arizona, Georgia, Michigan, Nevada, Pennsylvania and Wisconsin but will also pour funds into New York and California, offering support for key congressional districts. The program kicks off Tuesday in North Carolina.

“Every vote cast is a voice heard,” said Derrick Johnson, president and CEO of the NAACP. “We’ve proven how powerful our collective vote is in moving the needle and safeguarding our democracy."

Along with local and national radio spots, the NAACP is also using SMS text messaging, direct mail and streaming audio services to target Black voters aged 18 to 35 years old. 

On Tuesday, the organization broadcasted an ad hoping to specifically engage Black male voters with a young girl speaking to her father.

“Dear Dad, I know I don’t say this enough but you are my hero. I know you're not feeling this election, but please do me a favor. Vote,” the clip’s narrator said.

“Our Black history, my access to health care, and our voting rights are under attack. Extreme politicians want to take away our voice and our vote,” the actor continued. 

Johnson, the 17th president of the NAACP, says it will take massive voter turnout to secure the 2024 election. 

“Our most important Black job this November — for all of us — is showing up to the ballot box and making our voices heard. The only way to combat these radical extremists is with your vote," Johnson said in a release earlier this month announcing a $20 million effort to mobilize voters of color. 

The radio campaign is funded under the initiative and seeks to educate and motivate voters. 

The group's press release cited findings from the Pew Research Center that show a 7 percent spike in eligible Black voters this year, increasing to 34.4 million by Election Day, which they say is projected to account for more than one-third of eligible voters in key states with a high population of Black voters.