Today, Independent Women’s Voice (IWV) releases two new ads in their “Boyfriend” series – “Feeling Guilty” and “Mr. Dependable” – as part of an unprecedented, multi-state, multi-million dollar online-targeted advertising buy to educate women about public officials and policies.
IWV is one of several partners in the broad issue education campaign. At $7.4 million, it is the largest single all-digital advocacy online video buy in history, led by Let Freedom Ring (LFR). The campaign, which began this spring, was validated as highly effective by various focus groups, polls and online tests during the summer and therefore was slated for this massive online distribution effort.
Geo-targeting to registered voting independents, the ad buy will run through Election Day in five battleground states: Florida, Ohio, Pennsylvania, Virginia and Wisconsin.
The ads tell a tale familiar to millions of American women. Women, who four years ago were overwhelmingly supportive of Obama, have come to feel disconnected from and let down by the President. His promises for new policies and a better direction have not matched the reality. It has now gotten to the point where women don’t feel obliged to defend his policies.
In turn, women are chalking up their relationship with the President as an experience to learn from and a mistake they will not repeat. Women voters are ready to move on to someone who is more dependable.