As the 2024 Presidential Election approaches, the significance of Asian American voters has never been clearer. With the Harris-Walz campaign launching targeted ads in battleground states, it’s evident that the voices of Asian American, Native Hawaiian, and Pacific Islander (AANHPI) communities could be the deciding factor in who becomes the next President of the United States.
The Growing Influence of Asian American Voters
Asian Americans have eclipsed Latinos as the fastest-growing demographic in the United States. Between 2016 and 2020, Asian American voter turnout surged from 49% to 59%, the largest increase of any racial or ethnic group, according to Census Bureau figures. This demographic shift played a crucial role in the 2020 election, where Joe Biden won the Asian American vote by a blowout margin of 72% to 28%, according to the Pew Research Center. Their increased turnout was pivotal in swing states like Georgia, Arizona, and Nevada, ultimately making Donald Trump a one-term president.
In a country where the past two elections were decided by fewer than 100,000 votes, the estimated 24 million Asian Americans could be a decisive force for years to come. Whether in states like Nevada, where Democrats are losing less-educated white voters, or in red-to-purple trending states like Georgia and Arizona, where Republicans are losing the suburbs, Asian American voters are emerging as a critical factor. Tom Bonier, CEO of the Democratic political data analysis firm TargetSmart, noted, “The increase in turnout of the AAPI community between 2016 and 2020 accounted for the margin of Biden’s victory.”
Harris-Walz Campaign’s Targeted Outreach
As the Democratic National Convention kicks off in Chicago, the Harris-Walz campaign is releasing two new ads aimed at reaching Asian American, Native Hawaiian, and Pacific Islander (AANHPI) voters across the battlegrounds who are poised to play a pivotal role in this election.
The pair of television and digital spots – “Reduced” and “The Seal” – are the first ads specific to AANHPI communities launched by the campaign since Vice President Kamala Harris became the Democratic nominee for President and feature the voices of Rozita and Terry, two trusted community leaders who share their fears about a second Trump term. The ads will air in Arizona, Georgia, Michigan, North Carolina, Nevada, Pennsylvania, and Wisconsin as part of a broader and historic $90 million paid media buy for the last three weeks of August. In addition to appearing on outlets including The Filipino Channel (TFC), Crossings TV, 3HmongTV, Nyob Zoo, SBS Television Korea, TVB USA, Hon Viet TV, GEO TV, ARY, SBTN, Zee TV, NTV, and ATN Bangla, the ads will run on Meta, Snap, YouTube, Connected TV, iHeart Radio, Pandora, and elsewhere online to reach these key voters.
In “Reduced,” Rozita focuses on the active threat Donald Trump poses to the health of AANHPI communities and his calls to “terminate” health care protections from the Affordable Care Act that have been implemented by the Biden-Harris Administration, which have helped to reduce the AANHPI uninsured rate by 63%.
Meanwhile in “The Seal,” Terry shows the stark contrast between Vice President Kamala Harris’ continued record of fighting for AANHPI communities and Trump’s incitement of anti-Asian hate during the COVID-19 pandemic, which led to a devastating wave of violence targeting AANHPI individuals and businesses. The ad features Vice President Harris’ keynote remarks at the Asian and Pacific Islander American Vote (APIAVote) Presidential Town Hall on July 13, where she spoke directly with AANHPI voters about the stakes of the election and the dangers of Trump’s Project 2025 agenda.
“These new ads remind Asian American, Native Hawaiian, and Pacific Islander voters that the choice in this election is clear for our communities,” said Harris-Walz AANHPI Spokesperson Andrew Peng. “Vice President Harris is working to lower the costs of healthcare having already capped insulin at $35 per month for over 2 million AANHPI seniors while Trump promises to tear critical protections away. And while the Vice President continues to fight relentlessly to keep our families safe, Donald Trump actively encourages anti-Asian hate and remains an active danger to our families and freedoms. Leaders like Rozita and Terry know how much AANHPI communities suffered during Trump’s first term – and that a second term would be far worse.”
“Reduced” and “The Seal” are the latest investments by Team Harris-Walz in paid media to reach the diversity of AANHPI communities. Following the launch of the campaign’s national AANHPI organizing and engagement program in early July, Team Harris-Walz has also hired additional staff dedicated to AANHPI voter outreach and is planning a number of culturally specific direct voter contact activities across the battleground states, including in-language canvassing and phone-banking.
The Harris-Walz campaign’s new ads, “Reduced” and “The Seal,” underscore the importance of addressing the specific needs and fears of the AANHPI community. By focusing on healthcare and combating anti-Asian hate, the campaign is directly responding to issues that resonate deeply within these communities. The ads are not just political messaging; they are a call to action for Asian American voters to use their voices to protect their interests and the future of the nation.
The Stakes for the Future
The contrast between the Harris-Walz agenda and the policies of former President Trump is stark, especially for AANHPI voters. The Trump administration’s rhetoric during the COVID-19 pandemic fueled a surge in anti-Asian hate crimes, leaving a lasting impact on communities nationwide. The Harris-Walz campaign’s focus on healthcare protections and combating hate crimes speaks directly to the lived experiences of many Asian Americans, making this election a crucial moment for them to shape the country’s future.
In battleground states like Nevada, where Asian Americans made up 10% of the electorate in the 2022 Senate race, their influence is undeniable. Two-thirds of Asian American voters supported the Democratic candidate, Sen. Catherine Cortez Masto, who won by fewer than 8,000 votes. This shows how crucial their votes can be in tight races.
As the Harris-Walz campaign gears up for the final stretch of the 2024 election. The message becomes more clear. Asian American voters are not just participants in this election. They are key players who can decide its outcome. Their votes will not only influence who leads the country but will also determine the direction in which America moves forward, especially in areas like healthcare, safety, and equality. The future of America’s next generation depends on the active engagement of every voter, and Asian Americans are poised to make their voices heard loud and clear.