In the lead-up to the election, voters have identified the economy and reproductive rights as their primary concerns. Nevertheless, Republican advertisements centered on transgender rights have become increasingly prominent across national media as the campaign nears its conclusion.
One notable example is an advertisement from former President Donald Trump’s campaign, which has invested at least $17 million focusing on Vice President Kamala Harris’ previous support for gender-affirming medical treatment access during her 2019 presidential campaign. This approach is part of a broader Republican narrative portraying the Democratic Party as extreme on transgender rights issues.
According to data from AdImpact for NPR, these advertisements have been broadcast over 30,000 times, with significant airplay in key swing states such as Arizona, Georgia, Michigan, Nevada, North Carolina, Pennsylvania, and Wisconsin. Aiming at NFL and college football audiences in particular, the campaign seeks to capitalize on these platforms.
Jessica Taylor, a nonpartisan election analyst at the Cook Political Report, suggests that these ads amplify a cultural divide apparent in sports, appealing to both men and suburban women. Supporting this claim, a 2022 poll by the Marist Center for Sports Communication revealed that 61% of Americans believe transgender athletes should compete on teams matching their birth gender. In closely contested races, such divisive issues can have a significant impact.
This anti-trans rhetoric is echoed in down-ticket races as well. Republican strategies in the House and Senate seek to leverage these issues for political gain. The Senate Leadership Fund, a super PAC linked to Senate Minority Leader Mitch McConnell, has invested at least $15 million in Ohio advertisements against incumbent Democratic Senator Sherrod Brown on similar grounds. Brown has responded with his own advertisement refuting claims that he supported “biological men” in women’s sports, emphasizing that in Ohio, these decisions are locally governed and that he stands in agreement with Governor Mike DeWine.
Additionally, trans-related advertisements are targeting Democrats in at least eight competitive House races. Kelley Robinson, president of the Human Rights Campaign, perceives this strategy as a recurrent tactic employed by those she describes as MAGA extremists, intending to instill fear and transphobia.
In response to the ads targeting her, Vice President Harris’ campaign referenced spokesperson Michael Tyler’s previous comments to Fox News, clarifying that these issues are not part of Harris’ campaign agenda.
Robinson remains unconcerned about the absence of Democratic counteractions on air, advocating for candidates who aim to unify the country rather than engage in divisive tactics. These advertisements are anticipated to continue airing until the election concludes.
