By Shrai Popat,
@shraipopat
White House Producer
“Haley Voters for Harris,” a political action committee of anti-Trump voters, is launching its first major ad campaign Wednesday, according to details first provided to PBS News.
The seven-figure digital advertising effort targets voters who supported Nikki Haley in the Republican presidential primary, particularly in the “blue wall” states of Pennsylvania, Wisconsin and Michigan. The group is also targeting the Sun Belt states, another
critical battleground region for Democrats.
In one ad, lifelong conservatives and former Trump voters explain that “there is nothing socialist about Kamala Harris,” and that while they may not agree on all policy matters, they understand she was a “tough prosecutor” and “put bad guys in prison.” In another ad, a lifelong Republican voter named Carol says “Trump added trillions to our deficit and that’s not conservative.”
Harris’ campaign has been aggressively courting Haley primary voters, a slice of the electorate that could prove critical in battleground states. The Republican-led group is hoping to convert roughly 25 to 40 percent of Haley primary voters in each battleground.
In Pennsylvania’s Republican primary, Haley won more than 16 percent of the vote,
almost 157,000 votes, despite having dropped out seven weeks before the April contest. That’s a bigger margin than President Joe Biden’s lead of 80,000 votes in his 2020 victory in the state.
The organization, helmed by Republicans who are dissatisfied with former President Donald,
previously supported Biden but relaunched with the new name once the president ended his re-election bid and Harris jumped in.
Haley Voters for Harris aims to appeal to center-right voters who might see Harris as a viable option. The ads will run on social media platforms like YouTube, Meta, the Max app, and on some gaming systems.
Craig Snyder, chair of Haley Voters for Harris, told PBS News that much of the messaging is aimed to counter the narrative that paints Harris as a “radical leftist,” a phrase
often propagated by Trump and his allies. Snyder is hopeful that the ads will help create a permission structure for conservatives to vote for a Democratic candidate.
“Our argument is pretty simple, and that is that the vice president is a candidate of the center of American politics,” he told White House correspondent Laura Barrón-López. “She may be center-left and these voters may be center-right, but the key word in that sentence is ‘center.’”
Snyder called Harris a “pragmatic individual who is seeking in this campaign a coalition with people across the aisle.”
Who’s behind this PAC? The pro-Haley PAC has had a few different names this election season. At the start of the year, the group was
known as Primary Pivot, which urged undeclared voters in New Hampshire to back Haley instead of Trump. When Haley quit the race, the group
relaunched as “Haley Voters for Biden.” When the group rebranded again to back Harris, Haley responded
with a cease-and-desist letter.
PivotPac, which funds Haley Voters for Harris, has
raised close to $900,000 from July 2023 to August 2024. It has spent about 58 percent of those funds, according to Federal Election Commission filings.
Why this matters: Haley has made it clear that she’s all in for Trump. But some of Haley’s former state campaign chairs, who helped her bid for president, are
endorsing Harris. It’s unclear how many of Haley’s Republican supporters will ultimately back Harris at the ballot box but in a tight race, margins matter.
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