We asked, you answered: Are political ads too negative?
After pouring through everyone's responses, the answer is a resounding "yes."
I get that. I really do. Especially now with radical Republicans promoting dangerous lies with their ads. But on our side, Democrats have a real need for "Sword" ads—a helpful metaphor I'll use to refer to negative ads that go right after the Republicans and hold them accountable.
Sword ads tell swing voters who is to blame for the disjunction in Washington. You've seen these ads a thousand times, lots of scary images inciting fear, and a narrator who sounds very, VERY concerned.
But we don't always need to go negative; we've got "Shield" ads in our tool kit too. Positive, informative ads that share a vision of progress and defend reliable leaders from the harmful lies perpetuated by the GOP.
We see some Shield ads, but not nearly enough. That's where we come in.
Shield PAC wants to close the gap because we believe there's astronomical value in elevating truth and driving enthusiasm for leaders we can count on.
