When Republicans made it clear they had no plans on backing off their assault on women’s rights any time soon, Planned Parenthood Action Fund knew it had to respond, and new research suggests their response is working.
As reported by Laura Basset, PPAF is running a $1.4 million ad campaign that highlights Mitt Romney’s positions on women’s issues in key swing states like Iowa and Florida. According to a Hart Research survey conducted in Des Moines and West Palm Beach both before and after the PPAF ads ran, women who specifically recalled seeing the ads said they were far less likely to vote for Romney than those who didn’t remember seeing the ads. The number of women in both states who believed Romney is “out of step with my opinions on issues affecting women” increased by about 11 percent after the ad campaign ran.
The campaign, which was launched on May 31, targeted Romney’s record on abortion and contraception rights and equal pay for women. Most significantly, women in both states offered criticisms of Romney that came directly from Planned Parenthood’s ads without actually referencing the ads. That suggests those messages made a lasting impression with women viewers.
Of those that responded to the survey and offered criticisms, three out of five of the most frequently volunteered cracks on Romney were points specifically highlighted by the ads: his desire to overturn Roe v. Wade, his plan to eliminate Planned Parenthood funding and his stance (or lack thereof) on equal pay. Not only is this effective messaging, it’s truth that resonates with women viewers that, hopefully, will translate into votes for candidates supportive of women’s issues and rights.
It’s a chance the Obama campaign is willing to take, launching their own ad campaign hitting Romney on these issues as well.