Trump’s ‘they/them’ ads combined culture war, economic worries to make effective pitch: expert
In the final days of President-elect Donald Trump’s 2024 campaign, he shifted focus to a culture war issue that may have swayed more swing votes and ultimately secured his victory in the election, according to a conservative activist closely involved in the ad campaign.
The advertisement, which highlighted the participation of biological men in women’s sports and Vice President Kamala Harris’ support for sex change procedures for incarcerated individuals in California, was a strategic move orchestrated in part by Terry Schilling, the president of the American Principles Project. Schilling had been advocating for the inclusion of these issues in conservative messaging since 2019.
Initially, Schilling found that the issue was considered too controversial within the conservative movement. However, as the gender ideology debate gained prominence during the Biden-Harris administration, Schilling recognized the potential for it to resonate with conservative voters.
The American Principles Project invested heavily in ads across various states, focusing on transgender issues, with Schilling personally urging Trump to capitalize on this opportunity. The message conveyed in the ads juxtaposed Harris’ support for gender-neutral pronouns with Trump’s alignment with traditional values, resonating with many voters.
Schilling emphasized the economic implications of the issue, citing the exorbitant costs associated with providing sex change procedures to inmates. He highlighted the struggles of working-class families and their resentment towards government funding for such procedures.
The success of the ad campaign was evident in the record-breaking fundraising for the American Principles Project, with a significant increase in donations from the previous year. This funding allowed for extensive research, ad production, and messaging guidance, shaping the focus of Republican campaign ads nationwide.
Republicans reportedly spent over $215 million on ads targeting transgender issues, with Schilling’s organization playing a pivotal role in shaping the narrative. The strategic messaging culminated in a successful outreach to voters on a contentious cultural issue.
The timing of the ad campaign coincided with actions taken by the Biden-Harris administration that further fueled the debate on transgender issues. Health officials successfully lobbied for changes in guidelines for transgender surgical procedures for adolescents, prompting backlash from conservative states enacting bans on such procedures.
Despite opposition from organizations like the ACLU, which vowed to challenge Trump administration policies on LGBTQ rights, the success of Trump’s messaging on transgender issues was undeniable. The ongoing legal battles between the left and the Trump administration underscored the deep divide on this contentious topic.
In conclusion, the 2024 election highlighted the effectiveness of incorporating culture war issues, such as transgender rights, into political campaigns. The strategic messaging spearheaded by Terry Schilling and the American Principles Project played a significant role in shaping the outcome of the election and resonating with conservative voters across the country.
