I’ve often wondered why a) Dems don’t make a bigger deal about GOP votes against troop benefits; and b) why Dems wait until election years to get aggressive about advertising. I’m pleased to report that I’ll wonder no more — Dems are doing both.
The Democratic Congressional Campaign Committee began airing radio ads in a dozen Congressional districts over the Memorial Day weekend, accusing Republican incumbents of not putting their money where their mouths are when it comes to supporting U.S. troops.
The ad highlights the Members’ recent vote against a procedural motion that would have expanded a military health insurance program to members of the Reserves and National Guard. Currently the TRICARE program is only available to those men and women on active duty in the armed forces.
“Last week, Congress defeated a plan to extend health coverage to members of the Guard and Reserves and their families,” an announcer says in the ad, which rotates in the name of each local lawmaker. “Congressman [insert name] was among those who voted to deny these heroes the health care they deserve. Tell Congressman [insert name] he owes those who serve our nation more than Memorial Day speeches.”
The spot also features a testimonial from Maj. Gen. John Havens, a retired adjutant general of the Missouri National Guard.
As of Friday, the ads were set to run in 12 districts across the country and will continue airing into this week. The spots mark the first paid advertising by any of the party campaign committees this cycle.
Republican lawmakers routinely reject Dem proposals to improve benefits for the troops, but maintain the faulty reputation of being the “pro-military” party. The best way to change this mistaken impression is to remind voters that there’s one party that’s fighting for better National Guard and Reserve compensation, more generous death benefits for families, and additional funding for veterans’ health care — and it’s not the Republicans.
Specifically, the GOP lawmakers being targeted with the the 60-second spots are: Reps. Vito Fossella (N.Y.), John Hostettler (Ind.), Sam Graves (Mo.), Tim Murphy (Pa.), Bob Ney (Ohio), Richard Pombo (Calif.), Dave Reichert (Wash.), Rick Renzi (Ariz.), Rob Simmons (Conn.), Mike Sodrel (Ind.), Charles Taylor (N.C.) and Ed Whitfield (Ky.). Some of these incumbents are not generally considered vulnerable — which means the DCCC is trying to expand the playing field a bit and soften up some lawmakers who may not be worried about re-election, but should be.
“It’s a situation where their words do not match their actions in Congress,” DCCC spokesman Bill Burton said. “We’re just letting people know.”
Burton declined to discuss specifics about the ad buy, such as total cost and saturation level.
“It’s a strategic buy,” Burton said.
The ad was produced by David Axelrod of the Chicago-based Democratic firm Axelrod and Associates.
Some may argue that it’s foolish to spend limited resources on radio ads 17 months before the next election. I disagree. If Dems hold onto their most devastating criticisms until right before voters head to the polls, the message is lost among a barrage of campaign messages. The trick is to lay the groundwork for the criticisms over several months, changing perceptions and informing voters, who will then be more receptive to future criticisms as the election grows closer.
More of this please.