Democrats unveiled a $400 million TV ad purchase Thursday to bolster the party’s efforts to court the Latino vote, as they sought to boost their image among women voters and Hispanic voters.
The ad buy, which is intended to begin airing next month, is designed to highlight the party “taking bold steps to expand its reach beyond its base of white voters,” the Democratic Congressional Campaign Committee (DCCC) said in a release.
The move comes just months after the DCCC released a $40 million ad buy targeting Latino voters.
It is the third ad buy for Democrats this year aimed at reaching the Hispanic community.
In April, the DCC unveiled a series of $2 million ads targeting Latino millennials.
This ad buy is expected to begin running in November.
In June, the party also released a series ads targeting African Americans.
The Democratic Party’s ad buy on Latinos is part of the effort to expand the party base and increase the party in 2018, when the party holds a House majority.
In the midterm elections, Democrats are hoping to capitalize on the rise of President Donald Trump, who has pledged to build a wall along the southern border to keep out undocumented immigrants and immigrants from the country illegally.
Trump has been highly critical of the DNC and said the party is not going to run on policies that will help Americans like him, despite his success with the Hispanic vote.
The DCCC ad buys are part of a broader effort by Democrats to target Hispanic voters, especially women, as a part of efforts to expand their reach among women.
The party has been criticized for its ad spending and voter suppression efforts in the 2018 midterm elections that have included efforts to get out the vote in Latino neighborhoods, as well as in communities where there are large Hispanic populations.
Trump won the Latino votes by nearly 6 percentage points in the midterm election, according to the nonpartisan Cook Political Report.
Democrats have struggled in the Hispanic-majority states of Florida, Nevada, North Carolina and Texas, as their base of support is often concentrated in those states.
The Trump administration is also working to crack down on voting in the southern states, with Trump signing a controversial executive order last week to prevent state election officials from enforcing new voter ID laws.
The administration has also proposed cutting federal funding for programs that help states with elections.
This week, the administration proposed cutting $5.5 million from the Voting Rights Advancement Act, a program that grants millions of federal dollars to states to help them combat voter discrimination.
Trump signed a similar executive order in June that required states to remove the word “hear” from the names of people convicted of felonies.
The Department of Justice has also been targeting voter registration rolls in several states, including North Carolina, Texas and Wisconsin.
Democratic leaders have accused Republicans of trying to undermine the integrity of the elections by targeting voter rolls in these states.
Democrats also announced plans to spend $10 million to bolster voter education efforts in these areas, including training teachers on voter identification and the importance of using a paper ballot.
“We will continue to work with our partners to ensure that our efforts to reach out to and reach out into communities of color will be successful,” DCCC Chairman Rep. Luis Gutierrez (D-IL) said Thursday in a statement.
“Our focus on reaching out to Latinos is critical to ensuring that we continue to attract more voters to the Democratic Party.”