New Biden Campaign Ads Targeting Latino Men Discussing Abortion

Joe Biden’s 2024 campaign is set to increase spending this month with a new advertising push targeting Latino men to emphasize the importance of abortion rights as a crucial issue for them, the campaign announced on Friday.

An advertisement airing on television, radio, and digital platforms in English and Spanish in key “battleground” states features Cesar Carreon, a U.S. Marine Corps veteran turned Las Vegas carpenter, highlighting the impact on women’s freedom and criticizing Trump as “not tough.”

The campaign plans to invest over $1 million in Hispanic media for May and has further spending lined up in the future. This advertising strategy was not previously disclosed.

Biden’s campaign aims to maintain a financial edge over Republican Donald Trump early on to solidify support among the president’s crucial voting demographics, including the Latino community, which strongly supported the Democrat in 2020.

Like other Americans, Latino voters express significant concerns about the U.S. economy, which has seen rising prices despite steady growth following the COVID-19 pandemic.

In past elections, Democrats have often appealed to Latino voters on economic issues. According to the Pew Research Center, Latinos are twice as likely as the general population to identify as Catholic and may hold more socially conservative viewpoints compared to other Democratic voters.

“The Hispanic vote will be decisive in November,” stated Jaime Florez, the Republican National Committee’s director of Hispanic communications, highlighting the party’s appeal to Latino voters based on values such as family, freedom, patriotism, and education.

Biden’s team cites data revealing concerns among Latino voters and others regarding various issues, including “reproductive freedom.”

Latinos constitute nearly a third of the populations of Arizona and Nevada, two pivotal states in the 2024 presidential election. In Arizona, the Senate recently voted to repeal an 1864 abortion ban, while Florida, another heavily Latino state, implemented a six-week abortion ban.

The Biden campaign underscores the impact of ongoing challenges to women’s reproductive rights by Republican lawmakers, particularly in Latino communities. Senator Alex Padilla, an advisor to Biden’s campaign, emphasized the clarity of the stakes for Latinos, including Latinas, in defending reproductive freedom.

Democrats have pledged to establish a national right to abortion in a potential second term for Biden, despite previous challenges when in control of Congress from 2021-2023.

They have raised concerns that Trump could endorse a national abortion ban, although the former president has not explicitly supported such legislation and believes abortion decisions should be left to the states.

The Biden campaign has capitalized on recent remarks by Trump in a Time Magazine interview, where he hinted at allowing states to monitor pregnancies and enforce local abortion restrictions.