Is any voter persuadable at this point? This group thinks so!

Elderly woman holding a "Dump Trump" sign

Flickr/ Alisdare Hickson

With Justin Amash ending his run as a third-party candidate in mid-May, it’s still hard to believe there are so many “undecideds” out there who haven’t made up their mind between Joe Biden and Donald Trump. That’s like saying you can’t decide between seafood paella and a plateful of broken glass.

Nonetheless, a new group called Republican Voters Against Trump has tossed $10 million into a digital and television ad campaign hoping to convince Trump supporters that there’s a better alternative.

Are you better off than you were four years ago? Probably not

A photograph of Barack Obama speaking

Flickr / Gage Skidmore

Republican Voters Against Trump will focus on white, college-educated Republicans in the suburbs. They plan on reaching them by using personal stories of other conservative voters who have grown weary of the impeached President’s antics.

The three founders, the Bulwark’s Sarah Longwell, conservative writer Bill Kristol, and former Jeb Bush aide Tim Miller, have shot 100 testimonial videos, many on smartphones, with voters explaining why they’re breaking with their party.

“People who have been Republicans their entire lives aren’t super excited about voting for a Democrat. The way they talk about it is more in sorrow than enthusiasm.” — Sarah Longwell, lifelong conservative and co-founder of Republican Voters Against Trump

As politics has gotten even more tribal, will anyone switch sides?

President Trump standing at a podium with Pence behind him

Flickr / The White House

Not everyone agrees that the idea will work:

“Political operatives getting together to run a few ads targeted at that smaller sliver of voters won’t have much of an impact.” – Kevin Madden, former top adviser to Senator Romney

However, with the broken economy, the coronavirus still on a rampage and now racial unrest, Ms. Longwell thinks the tables have turned. And the polls show that she may be right. At the beginning of April, only 5% of all voters were undecided. That number rocketed up to 12% just three weeks later.

The ad campaign will hit swing states (Pennsylvania, Wisconsin, Michigan, Florida, North Carolina, and Arizona) through the summer.

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